Greetings Sunday fam! 

I hope you have all had a lovely weekend!

As you can see Sunday Postcards needed a little zhuzhing so I called my girl, Carly Berry, to help me out this week. And per usual she delivered <3
She is an absolute legend and my go to for brand design. Check her out, you might recognize some logos 😉 

Anywho, I am writing to you from the comfort of my hometown, Oakland, CA (one of two trips to the Bay this week, don’t ask). 

Being home has me a bit in my feels. I can travel and live anywhere, but the Bay has me in a chokehold forever. Between the weather, the mountains, the redwoods, the sourdough…

::::insert that skirrttttt sound here::::

You: “SOURDOUGH?! That’s what reminds you of the Bay Area?!”

Me: YES

You see, I have this memory of riding with my Pops during summer breaks as a wittle kid on his paper routes for the San Francisco Chronicle, through the streets of San Francisco. And every time he ‘took me to his office’, we would always end our adventures at Fisherman’s Wharf for a clam chowder in a sourdough bread bowl. 

So friends, that is why sourdough bread reminds me of the Bay and my Pops. 

And what we’ve just experienced together is the Nostalgia Effect.

Let’s break it down…

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Who Doesn’t Love a Good Throwback?

Nostalgia is a powerful tool in marketing, capable of creating deep emotional connections that can influence consumer behavior and, ultimately, help your brand thrive by encouraging engagement and purchase decisions.

Nostalgia fills us with a sense of connection and belonging.

Because these feelings fulfill our basic psychological needs, we tend to prioritize them over the monetary value, making us more inclined to spend on products that evoke those emotions.

From a psychological perspective, people are drawn to nostalgic content because it reduces stress, provides comfort, and enhances mood. This emotional uplift makes consumers more receptive to marketing messages, as they associate the positive feelings of nostalgia with the brand or product being promoted.

Olipop’s Effective Throwbacks

Ads

Olipop is a good example of a brand today utilizing this to its max potential. Olipop’s “Share an Olipop” ad campaigns are cleverly channeling the nostalgic vibe of classic Coca-Cola ads by turning their beverage into a moment of connection. The retro flavor names evoke a sense of nostalgia, while the campaign’s messaging reinforces that enjoying an Olipop is synonymous with having great times with friends, all while maintaining its “functional soda” appeal.

Email Marketing

A consistent theme in Olipop’s email marketing is their focus on how and where you enjoy their beverage. While it isn’t the centerpiece of every message, they regularly tap into the nostalgia effect, creating a strong emotional connection with their audience.

This consistency in evoking memories of sharing drinks with friends and family around the table is a subtle yet powerful tactic. The visual cues and messaging take you back to those cherished moments of connection, reinforcing the idea that Olipop is more than just a drink—it’s a way to relive and create meaningful experiences.

Social

Let’s head over to their social page…

You’re not just getting visually appealing aesthetics and carousels showcasing why their soda is a fun and functional alternative to traditional options.

Their social campaigns repeatedly engages you with visual cues that cleverly evoke a sense of nostalgia, reminding you of the classic moments and feelings associated with soda from your past.

These elements are designed to trigger fond memories and emotional connections, making the brand more relatable and enhancing your overall experience with their product.

^^ iconic. Immediately taken back to my days of burning cds for friends (yes, I am THAT age) and just being carefree with my cutie soda po

Bottom line: Emotions drive our buying decisions.

By tapping into those nostalgic memories with your customers, you can evoke feelings of warmth and social connection, which translates into more sales and belonging. Whether online or in-store, nostalgia remains a powerful marketing tool because it’s human nature to look back.

Selling is about creating emotional connections, not just offering a product. How you make your customers feel is what truly makes the difference.

And that’s that on the Nostalgia Effect.

Thanks for walking down memory lane with me this week. Same time, same place next week?

Have a Marketing and/or CX-related question for me?

Click the link below!

UPCOMING EVENTS

1. Tuesday August 13th at 530PM CST, I will be hosting another AfterHours LIVE over on Linkedin with Special Guest Nicole Harvey. We will be breaking down, not one but THREE brands from brand strategy to marketing to retention to CX.
   
   JOIN US
   

2. Dillon and I are hosting a FUN AF Midcoast Presents: Casino Night for Shoptalk Fall in Chicago on October 16, 2024! 

   
   RSVP HERE
   

3. Dillon, Nicole and I are plotting and planning SheInnovates 2!!!
   Sheinnovates is an all women’s summit for those in ecommerce. Location will be Brooklyn, NYC on November 14, 2024.
   
   If you are interested in being on the list for when RSVPs are open, SIGN UP HERE.

BEST PIECE OF CONTENT I’VE SEEN THIS WEEK…

THIS WEEK’S DOPE JOBS

Heart & Soil is Paid Media Content Strategist in Austin, TX (or willing to relocate)

L'Oréal is looking for a Director of Consumer Care Services in Berkeley Heights, NJ

Nutrisense is looking for a Director of CX 

Pepper is looking for a Director of Retention Marketing.

My long time queenie Amber Guttilla (she's a f**king ray of sunshine) is looking for a Marketing Coordinator at Photobooth Supply Co

Good luck to all!

👐 BONUS CONTENT 👐

This week, I released an episode with a long time friend Nichole Ramirez of UCLA. Everyone go be friends with Nichole!
She is the kindest gal I know and could use some rays of sunshine from all.

A WORD ON THIS WEEK’S SPONSOR

This week’s edition is brought to you by New Edition Consulting. The homies have been helping me build content, including bringing this newsie back to life.

New Edition Consulting is a boutique content marketing agency that partners with DTC thought leaders, brands and tech providers looking to launch, maintain and grow valuable, relevant, and consistent streams of content.

They are the GOAT. Cannot recommend them enough!