Retro Marketing

Today i decided to write about a marketing technique, a way of communicating that for me is revolutionizing the market.
I’m speaking about retromarketing … I realize that more and more companies and marketing managers are using this communication tool.
Consider this case, ABBA, not as a band, but as a brand. A band of the old 70’s portrayed into movies, games, playstation and a lot of merchandising?

What does this create? An enhanced image for the elder people and a new definition for younger people who may not know neither the band nor the brand. The results – an empathy with the public, took families to watch the movie and was a success at the cinemas around the world.

After expressing my opinion, lets see the opinion for known authors.

To Stephen Brown, author of Marketing – The Retro Revolution:
Has marketing moved from “new and improved” to “as good as always”? Is the new old “new”? Retro-marketing is all around us, whether it be retro-products like the neo-Beetle, retro-scape, such as Niketown, or retro-advertising campaigns, which make the most of the advertiser’s glorious heritage. The rise of retro has led many to conclude that it represents the end of marketing, that it is indicative of inert, ossification and the waning of creativity. Marketing – The Retro Revolution explains why the opposite is the case, demonstrating that retro-orientation is the Harbinger of change and a revolution in marketing thinking. In his engaging and lively style, Stephen Brown shows that the implications of today’s retro revolution are much more profound than the existing literature suggests. He argues that just as retro-marketing practitioners are looking to the past for inspiration, so too students, consultants and academics should seek to do likewise. History reveals that new ideas often come wrapped in old packaging. Marketing – The Retro Revolution unwraps this retro-package and, in doing so, offers radically new ideas for the future of the field.

Analysing some “case-studies” we easily identify the major advantages of retro marketing:
– Lower costs to create images
– Lower costs at a legislation and rules (registration of trademarks, patents, logos)
– A great ability to reach a wide age range

But there are also disadvantages:

– A big possibility of the newest people can’t identify themselves with the brand
– Difficult to be identified even to some people of that time
– Can bring some memories but not visible results, like the purchase of the products

If this technique continues to be fashionable, what can happen to the market?

Sources:
http://www.sagepub.com/
http://www.retroworld.com
http://www.amazon.com