How To Sell An Old-Fashioned Customer On A New Product Retro Marketing

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Retro Marketing

Retro marketing is about using the past to sell the present. The new Beetle, the re-launch of the Wispa bar, the Ray-Ban Aviator sunglasses and the latest Olympus E-P1 retro digital camera are all examples of successful marketing in the past.

Successful past marketing is beyond imagination. It is about getting a new track for old style products. Wispa Bar is reborn from an internet campaign to bring it back. Retro cars have their own group of young buyers who want a retro image but want a luxury car.

It is too early to tell whether the Olympus E-P1 based on the original Olympus Pen series will be successful. It has the ingredients to make it a modern treat. The original Olympus Pen is a small but advanced camera, the new pen is the same. Its retro style looks bang on target; It has the serious look of a top camera from the 60s. The Retro brand story is also correct. Olympus cameras in the 60s and seventies were small and innovative, setting new standards in design. The new Pen is also pushing the boundaries – the flexibility of the SLR, along with the ease of compression in a retro package.

Success in the retro market needs to be based on a strong and credible brand story. It needs to be deeper than the skin, and it must be followed by trial. Retro also needs to appeal to young people. Older customers do not always buy the past.

Jaguar X-Type and S-type saloons are an attempt to step back for the mature executive car market. Both are now being dropped by Jaguar. Motorcyclists do not like any car in particular. They rated their past style as ‘outdated’. Coming soon! That’s the whole point, right? However, I think the main reason for their comparatively poor performance is that Jaguar is a bit shy about the style of the past. The recent facelift has made it down. If you want to go retro, you have to be intentional and full.

The new Fiat 500 and Beetle Mini all have their own tracking. Of the three cars, I think the Fiat 500 captures the look and feel of the original. However, it is clear that different cars are bigger with more power and with all the disadvantages today. They are probably targeting buyers of the same type as young trend buyers who are worth their sixty. Those buyers have a lot of money to spend and want something with character but more than the most basic form of shipping.

Wispa is a re-release of the Cadbury Chocolate Bar from the 1980s. Cadbury’s dropped Wispa after rebranding, but a successful internet campaign showed there was still market for it. Wispa sales are down, but as a retro product, it follows, and Cadbury will soon revive Wispa Gold, a bar from the 90s.

Then there are retro products that never go away. Ray-Ban Aviators were fashionable in the 50s and 60s and were rediscovered in the 80s. Today, they are still selling out. Their offspring are perfect. Designed for American pilots and popular with the US military: General Douglas MacArthur liberated the Philippines by wearing a pair – you can not get more accurate.

Nostalgia has always been a strong selling point, but surely old products will not do that. The timing must be right and the story must be real. Retro Have a day? The answer is definitely no. Like Rock’n’Roll, retro is here to stay.

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