--> June 2022 - Food Truck Promotions

What Is Nostalgia Marketing And Why Is It Important?

Experiential Marketing

As the name suggests, nostalgia marketing is a marketing strategy that leverages nostalgia for company or brand growth. Nostalgia, “a sentimental longing or wistful affection for the past, typically for a period or place with happy personal associations,” can be a great tool because plainly, it taps into the emotions of consumers and has a long-lasting effect. 

Simply put, nostalgia marketing focuses on connecting your brand with positive concepts or feelings from the past that your target audience shares. By doing so, the idea is that the consumer associates your brand with feelings of joy, comfort, security, and other positive emotions, thereby making it easier for them to get on board with your product or service.

Why Nostalgia Marketing Works

As vaguely mentioned before, nostalgia marketing is successful because it creates an emotional connection between your brand and the consumer. When you think about it, it’s pretty straightforward: associating your company with something consumers already love makes it easier for them to love you, too. 

And this hasn’t gone untested. There are studies that show how tapping into people’s memories can have a significant impact on their mental health in general, and transitively, brand awareness and loyalty. 

In general, nostalgia helps counteract boredom, loneliness, and anxiety. Even more specifically to nostalgia marketing,  a recent study found that more than half of consumers are finding comfort in old TV shows, films, and songs from their youth. This presents an opportunity for content marketing that brings the user down memory lane and creates a positive experience for potential subscribers rather than simply berating them with advertising.

One study even showed that participants were willing to sacrifice a more tangible reward, money, in order to reminisce about fond memories and positive past experiences.

The finding suggests that recalling positive autobiographical memories is intrinsically valuable, which may be adaptive for regulating positive emotion and promoting better well-being. 

In turn, what this means is that as a brand or company, if you’re able to implement positive past experiences into a marketing campaign, you’re more likely to see tangible results and growth. 

Examples of nostalgia marketing

To make this less abstract, below we have provided some past examples of nostalgia ads and/or campaigns that have proven to be successful!

Coca Cola

Aside from the iconic polar bear, one of the most famous Coca Cola campaigns is the annual depiction of Santa Claus enjoying a refreshing bottle of Coca Cola. By linking their brand with the image of Santa Claus, the company leverages childhood memories of Christmas with their brand, which inherently evokes an emotional response and positive affiliations that are beneficial to the company at large. 

Walmart

 In order to effectively market their grocery pickup service, Walmart also turned to nostalgia marketing. The retail giant used pop culture vehicles like Jurassic Park Explorer, Cinderella’s pumpkin carriage, and the Mystery Machine from Scooby Doo as a way of creating a positive connection between consumers and their new service.

Johnny Doughnuts

By emphasizing that Johnny Doughnuts uses classic recipes from the 1920s, Johnny Doughnuts also successfully utilizes nostalgia marketing. Nothing cuts through the noise than classic glazed donuts.

Stranger Things

Make no mistake, Stranger Things uses the fact that it’s set in the 80s to its advantage. Advertisements for the series do not shy away at all from depicting big hair, leg warmers, and other quintessential 80s things. This, of course, keeps the series more appealing to an audience that grew up in and/or remembers that decade.

Want an example of nostalgia marketing in web design? Check out this quick guide from adobe on how to make a nostalgic typestyle!

How to use Nostalgia Marketing In Your Business

Though examples of nostalgia marketing can increase your understanding of nostalgia marketing as a whole and show you how you may have seen it in your life, providing just examples may not give you the insight you need to use nostalgia marketing in your own business. 

In other words, you still may not feel that you have the proper tools to apply this for your own benefit. Here are some tips on how to use nostalgia marketing to increase brand awareness and loyalty.

Identify memories relevant to your audience

Firstly, it’s important to know who your audience is before you can identify memories relevant to that specific group of people. Let’s say you’re a burger company targeting Millennials and the older side of Gen Z. You might think of popular TV shows, songs, movies, public figures, etc. during the time this demographic was growing up.

 

There are many possibilities, but one that comes to mind is ‘who lives in a pineapple under the sea?’ SpongeBob Squarepants. With that popular culture reference in mind, you might see an opportunity to connect your brand to the Krusty Krab as an effective marketing strategy.  

Find occasions to leverage nostalgia

Like many different marketing strategies, nostalgia marketing works best when you find the right occasion to use it. 

For instance, if your company is rebranding, launching a product, opening a store, reaching a year milestone, etc., then it’s a great time to consider leveraging an emotional connection to grow and support your brand.

Create an emotional hook

Trust, happiness, belonging, and value are all emotions that inspire people to buy your product or service. With that being said, these emotions are evoked best in a catchy hook that is memorable. Think Pepsi’s, ‘stronger together.’

Nostalgia marketing campaigns don’t even need to be as specific as referencing pop culture such as your childhood tamagotchis, as shown with McDonald’s’ reboot of their classic 90’s packaging and combo meals, referencing simpler times in collaboration with music artist Travis Scott.

Pair your Nostalgia Campaign with Social Media Marketing

Ah, yes. Social media marketing. Few approaches are as new and impactful for growing your brand name and following than using social media. Using nostalgia paired with common social media marketing tactics like assuming a hashtag for something like a “throwback thursday”, or #tbt,  to relate the positive memories of your users with comfort food from that era, or simply just a pop culture phenomenon that you can tie back into your brand, resonates more with your target audience than just a simple retargeting ad intrusively showing up in the sidebar.

Because the use of social media is so widespread and frequent, it’s the perfect platform for you to try out nostalgia marketing and see the reach it can have. Whether it be an appeal to an aesthetic on Instagram or a call back to a nostalgic time on LinkedIn, forming an emotional connection on social media is an important piece of the puzzle.

Looking Forward & Wrapping Up

Hopefully what you’ve read has left you with a better idea of what nostalgia marketing is, how it’s been used in the past, and above all, inspired you in some way to implement this approach in your own marketing tactics. 

Marketing, and especially nostalgia marketing, is all about connecting with consumers in a way that’s different and impactful. So, as you’re thinking about your next brand promotion or campaign, don’t underestimate the effect that positive memories can get a consumer on your side.

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Best Guerrilla Marketing Campaigns of 2022

Experiential Marketing

In this blog, we will walk through some of the best examples of guerrilla marketing campaigns of 2022. With some examples, we hope to give you and your brand some inspiration for your next product launch, test marketing activation, and more. But first, we have to learn what, exactly, guerrilla marketing is. So, let’s get started.

What is Guerrilla Marketing?

In a broad sense, guerrilla marketing campaigns are the use of unconventional and experimental ways to increase sales or attract interest in your brand. These methods are also typically more cost-friendly and incorporate more personal interactions that are useful for creating meaningful connections with consumers. 

More specifically, a guerrilla marketing campaign can mean anything from street art, flash mobs, publicity stunts, and viral videos. Though all of those specific approaches are different from one another, what all of these tactics have in common is that they reach consumers in ways that are wholly unique and distinct from traditional marketing practices, and perhaps less of a financial burden too. It’s a form of event marketing that relies less on the financial backing and planning involved of hosting an event while capitalizing on the possibility of entertaining a crowd and connecting them to your brand.

Why Use Guerrilla Marketing?

As mentioned before, guerrilla marketing is an excellent way to create meaningful relationships with your consumers, and there are many reasons why it might be attractive to your brand. 

Innovation

Let’s say you’re a well-established brand like Chanel or Ralph Lauren. Regardless of how big of a household name your brand is, there’s always room to innovate and reach your target audience in ways that you haven’t before. That’s why you might employ guerrilla marketing tactics, like using a floating barge billboard in the Hudson River or having twenty models dress up as a certain character from your premiering TV series, to create a slightly- or radically- different impression on consumers than you have in the past. 

Whether you’re looking to restructure or transform your brand voice, or simply to extend your brand to people in a different way, then guerrilla marketing is a great option for you.

Visibility

On the flip side, what if you’re an up-and-coming brand with less notability than the two brands mentioned before? If you’re looking to really get your name out there, then guerrilla marketing campaigns are also an excellent way to accomplish that goal.

Especially in a world where everyone is fighting for the digital space and pouring their focus into online advertisements, guerrilla marketing really cuts through and get you noticed by taking a niche and more resonant approach.

2022's Top 3 Best Guerrilla Marketing Campaigns

Now let’s get into some of the best guerrilla marketing campaigns of this year so far! 

1. JUST Egg

JUST Egg enlisted us to transform one of our food trucks into a millboard that ‘drove’ their message about climate change around Washington D.C. This promotion included witty menu designs, calls to action, and an exterior build-out that left people wanting to do more for their planet by consuming JUST Egg’s tasty alternative to meat and dairy products. 

This guerrilla marketing campaign was an effective way of reaching the vegan and vegetarian community while uplifting others to join in limiting their meat consumption with JUST Egg.  And, of course, it was a great example of guerrilla marketing. What better way to maximize Earth Day than by using one of our experiential vehicles to resonate with your consumers and the future of our planet? 

2. Amazon Music x Bad Bunny

Amazon Music and Bad Bunny had a similar vision to JUST Egg in wanting to use a guerrilla marketing tactics for the Puerto Rican phenomenon’s album drop, ‘Un Verano Sin Ti.’

Instead of simply spreading the word online, they came to us. Deciding they wanted to hand out complimentary Puerot Rican ‘helado,’ they thought: how better to do it than handing out branded ‘Un Verano Sin Ti’ cups from a vehicle branded in album art  in New York City and Chicago? 

An immersive, in-person marketing experience like this one garners a lot of attention, and this promotion was no exception. As a result of reaching fans in new and unexpected ways, there’s no doubt Bad Bunny earned himself more streams and fans.  

3. Travel Texas

How do you get New Yorkers to visit Texas? By giving out complimentary Texan food during National BBQ Month and having your guests scan a QR code to visit the Travel Texas website.  Travel Texas is a company that helps tourists find a variety of activities to do and attractions to see in the Lone Star State.

In order to drive traffic to the website, Food Truck Promotions branded a vehicle and served up delicious complimentary briskets on a NYC street corner. Outside of the truck, people could enjoy their food on the branded seating areas to have an even more immersive expereince.

As Travel Texas put it, ‘It’s not May, it’s BBQ Month!’ 

What Will Be The Best Guerrilla Marketing Campaigns of 2023?

After looking at these three amazing examples of guerrilla marketing campaigns, we hope that you’re inspired for year 2023, where your interactive, immersive, and innovative brand promotion could be next! 

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What Is An Experiential Marketing Agency?

Experiential Marketing

Marketing comes in many different forms; there’s video marketing, social media marketing, content marketing, search engine marketing, in-bound marketing, and much more. However, in this blog post we will discuss a specific and very successful type of marketing different from those: experiential marketing. 

Aren’t sure what experiential marketing is, exactly? Then read on to learn all about the unique, immersive, and impactful approach that Food Truck Promotions specializes in.

What Makes An Experiential Marketing Agency Unique?

Take Food Truck Promotions as an example. Food Truck Promotions is a full-service mobile experiential marketing agency. What this means is that we specialize in transforming vehicles into interactive experiences that connect brands with consumers. 

To paint a picture, here are three concrete ways that an experiential marketing agency is different from other marketing agencies.

Face-To-Face Interaction

In a world where so many brands are competing in the digital space, experiential marketing cuts through that noise with a wholly different approach. The first-and-foremost quality of an experiential marketing agency is that by name, it focuses on creating experiences

As targeted as social media ads can be, the philosophy behind this kind of approach is that something like Instagram ads simply don’t have the kind of lasting effect that an in-person experience can have on a consumer. The goal of experiential marketing, then, is to create a true connection between a brand and a consumer by creating a lasting memory.

Complete Customization

When an experiential marketing agency partners with a client, they offer complete customization. Whether the brand is looking for a one-day brand activation or a long-term campaign, the agency works with them to make their wildest dreams come to life. 

Every brand promotion is unique, which is why it’s impactful. The client wants to sample their new product on college campuses? They’re looking to build-out a mobile billboard with goofy menu items and bold statements? They want to have consumers try out their self-tanning lotion on-site? 

Whatever the vision is, individualization and personalization are pillars of experiential marketing agencies. There’s no formula— every activation has its own flare. Below are three examples of highly personalized promotions. 

1. JUST Egg

JUST Egg enlisted us to transform one of our food trucks into a millboard that ‘drove’ their message about climate change around Washington D.C. This promotion included witty menu designs, calls to action, and an exterior build-out that left people wanting to do more for their planet by consuming JUST Egg’s tasty alternative to meat and dairy products. 

2. Bacardi

New York had never seen a holiday pop up like this. We parked the branded glass truck in the heart of Times Square to activate for the larger “Winter Summerland” campaign. The activation included surprise guests, a merch giveaway, a coordinated flashmob, and additional branded pedicabs for accentuation. 

Inside the glass truck, our experiential marketing agency took the lead in building out display shelves, ‘icing’ bamboo and palms, adding decorations like a full-length mirror, and much more. All carefully customized to execute Bacardi’s vision.

3. Kate Spade

To celebrate Mother’s Day, our team parked six floral-printed food carts along Broadway in New York City to celebrate motherhood and promote the new Kate Spade collection. 

The Kate Spade branded food carts were wrapped in a delicate white base with pink, yellow, and purple floral accents to exude the kind of femininity that’s iconic to Kate Spade. For the main attraction? Eye-catching flower arrangements surrounding the branded carat before landing in the hands of smiling New Yorkers everywhere.

Long-Term Results

The two previously listed elements of experiential marketing— face-to-face interaction and complete customization— synthesized to form what is the overarching quality of this marketing approach: long-term results. Experiential marketing agencies are creative, attentive to detail, and data-driven, which means that the results are not just temporary increases in sales or store-traffic. 

Though both of those things are accomplished in spades, experiential marketing creates not just a higher quantity of consumers; it creates higher quality consumers, too.

When To Use Experiential Marketing

If you’re looking for creative ways to promote your brand, you may be wondering when is the right time? Here are a few reasons or occasions you might want to partner with an experiential marketing agency. 

Product Launch

If you’ve just released a new product, then it’s the perfect time to connect face-to-face with consumers and get your product in as many hands as possible.

Moisturizer? Tanning lotion? Alcohol mixer? Ice cream? Whatever it is, you should consider ringing in your new venture with an in-person experience.

Test Marketing

In the same vein, let’s say your product hasn’t launched, but you’re wondering how it will perform with a particular demographic. Test marketing is another great reason to use experiential marketing, whether that be with a mobile showroom, a pop up, a product sampling tour, and more.

Event Marketing

Take your brand to gay pride, NFT.NYC, or a marathon. Event marketing is a great way to establish your brand in high foot-traffic areas. 

Brand Awareness

Sometimes, there’s no specific reason to use experiential marketing outside of simply bringing brand awareness. Creating a brand name that resonates with people— even when it’s not surrounding a certain new product or event— is just as important as anything else, and experiential marketing can help you accomplish this.

Experiential Marketing Agency: Wrap Up

While other forms of marketing can also be effective, experiential marketing agencies’ work is unique because it’s inherently fits clients needs, requires a creative approach, and is tailored to create in–person, immersive brand to consumer experiences. 

Experiential marketing has the potential to revolutionize the way consumers interact with brands, and create true, long-lasting consumer loyalty. 

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6 Branded Ice Cream Trucks That Cooled Us Down

Experiential Marketing

Nothing brings people together like ice cream, so why not use one of our personalizable ice cream trucks to hand out everyone’s favorite treat while amplifying your brand name?

In this blog, we’ll take a look at six brands that used ice cream trucks to cool their consumers down and create lasting connections with their target audience.

1. i-D Magazine

Who is i-D Magazine?

i-D Magazine is a British bi-monthly magazine published by Vice Media, dedicated to fashion, music, art, and youth culture. As the publication likes to call itself, i-D Magazine is the “original fashion and style bible.” With a statement that bold, the brand certainly has a reputation to uphold, which is why they came to us to reach their readers in a way that had never been done before. 

i-D Magazine Ice Cream Truck

i-D magazine parked its stylish branded ice cream truck at the Dover Street Market store in New York to give out magazines, merch, and of course, delicious vegan ice cream. People lined down the block to get in on the action, proving once again that i-D magazine sets the trends everyone wants to be a part of. 

 

2. Ralph Lauren

On December 7, 2019, New York was invited to celebrate the holidays with Ralph Lauren at the annual Miracle on Madison holiday shopping event in partnership with The Society of MSK.
 
20% of the purchases from all Madison Avenue stores supported MSK kids, the hospital’s newly re-envisioneod pediatric department. 

3. IMP x ACE

To bring mental health awareness, IMP teamed up with the ACEs Aware Initiative and invited New Yorkers to “unwrap childhood memories” via a branded food truck. The idea of this initiative was to encourage people to start their healing journey by acknowledging, accepting, and reframing their past.

And, what is the ultimate act of self-care? Enjoying delicious ice cream, in this case, served from a co-branded ice cream truck in the heart of Times Square. Guests who were truly moved by the statement-making ice cream truck were encouraged to get in control of their healing process by visiting numberstory.org. 

IMP and ACE’s approach to marketing this mental health resource is just one of the many ways that ice cream trucks have made an unforgettable impact.

4. Forty Carrots

When indoor dining closed during the onset of COVID, Forty Carrots was left still wanting to serve their famous fro-yo in the New York heat. Thankfully, the Food Truck Promotions team was able to provide the brand an alternative to the traditional dining experience: we offered the brand the opportunity to custom brand one of our ice cream trucks for a month long activation outside of Bloomingdales.

This ‘sprinkled,’ store-front ice cream truck was able to lure in thousands of New Yorkers over a month long activation, effectively brining much needed refreshment in the hot summer months and building brand-consumer connections. After all, no one forgets who gave out complimentary ice cream when they needed it most. 

5. Forager Project

As excited as Food Truck Promotions was about Forager Project’s ice cream line, we also knew that words like “vegan” and “plant-based” tend to split the room. That’s why we made it a priority to put on a sampling activation that would get Forager Project’s delicious product in as many hands as possible, from the biggest fans to the biggest critics of dairy-free ice cream. 

With our help, Forager Project’s vegan ice cream made its way to nine different locations across San Francisco in a fully-stocked branded food truck  that gave people the opportunity to sample Cookies & Cream, Chocolate, and Vanilla ice cream. 

For maximum effect, Food Truck Promotions made the consumer experience simple and straightforward: guests had the choice of signing up for the Forager newsletter or following Forager on Instagram to get their choice of an ice cream sample and a coupon code to buy the delicious, dairy-free product in-store.

Skeptics Turned Fans Through Ice Cream Truck

This face-to-face experiential marketing campaign, as well as the savvy call-to-action, was able to turn many dairy-free skeptics into new, long-lasting customers for Forager Project. The branded vehicle gave out as many as 500 samples a day, which meant that the brand directly reached an astounding 4,500 people, not even to mention the growth that the activation sparked on social media. In the end, we knew that all people needed was one taste of Forager Project’s ice cream from one of our eye-catching ice cream trucks to get them on board with the dairy-free, vegan alternatives.

6. Booking.com

Last but not least, there’s Booking.com’s iconic New York ice cream truck. The vehicle stole the show in NYC with an exterior ice-cream build out and interior that replicated a hotel room you’d find on using their service. 

All things considered, the ice cream truck gave a whole new meaning to experiential marketing. Not only were guests able to enjoy complimentary ice cream, but they were given the opportunity to see a food truck- turned-hotel, courtesy of the Food Truck Promotions team. 

Wrap Up on Ice Cream Trucks

All of us are accustomed to hearing the classic ice cream truck jingle, rushing to get in line, and enjoying a refreshing cup of our favorite flavor. However, what’s not so typical, and much more impactful, is when brands use the concept of a traditional ice cream truck and turn it into a branded experience that really speaks to their consumers.

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