Member-only story
How Brands Turn Your Nostalgia Into Their Best Marketing Strategy!
A Marketer’s take on Back To School campaign- Canada’s Annual Retail Ritual.
I still remember the idea of September from my childhood. September meant the start of all the major festivals in line- Ganesh Utsav, Navratri, Dussehra, and Diwali. Of course, these are also the times when I shop a lot and don’t mind those extra calories. Cut back to my year in Canada. I live in Downtown Toronto and decided to step out to soak up that summer sun for the last few days. I crossed the usual Michaels, Marshalls and Dollarama in my neighbourhood. This was at the end of August, and I witnessed a lot of retractable banners outside these stores displaying their “back to school” products. All the products on display were screaming “back to school” discounts and savings. I am not a parent, but I am a Marketer, and I observe everything around. So if you are wondering what’s so different about this display that caught my eye, it is this entire idea of monetising on your nostalgia, which became a brand’s new marketing strategy.
The entire concept of Back-To-School campaigns by brands is to give an urge to students to stock up before the chaos hits. I stopped by the Dollarama store and couldn’t help but pause at the aisle dedicated to affordable pencils, glue sticks, and lunch boxes, all priced under $5. This entire experience…
