Marketers of the Universe: A digital marketing podcast

October: Your marketing isn’t for you, the power of nostalgia, and is reporting even worth it?

• Brew Digital • Season 1 • Episode 4

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Pop quiz time! Who is your marketing for? If you answered that your marketing is for you and your product, you need to listen to this episode ASAP as you’re wrong! We explain why in the opening section of this episode. 

The team are also going to explain why reporting might not actually be worth your time, debate about the power of nostalgia, and discuss a peach that has thrown Italy for a loop. 

[00:00] Introductions

[00:54] Remember who your post/email is for… HINT: it isn’t you!

[08:46] Is reporting even worth it?

[17:40] The Peach: Esselunga’s advert that broke Italy

[24:47] Nostalgia marketing

[32:14] Wrap-up

A full transcript of this podcast is available on [web link]

Watch Esselunga's Peach advert here.

Further reading

  • Don't rely on quantitative metrics alone when reviewing marketing performance
  • How to make reporting more valuable
  • Should you lean into nostalgia marketing for your next campaign?


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Michele Raffaelli:

Everyone of us as a microwave. A report is like a microwave. Your microwave has 30 programs, you only use one. So unless you read all these instructions, I'm not sending you a report anymore.

Haydn Woods-Williams:

Welcome to the latest edition of the Brew Digital Podcast. I'm Hayden Woods Williams, a digital marketer here at Brew. I'll be leading today's session. We've got four topics to get through today, including a nice piece on nostalgia marketing and a little look at an advert about a peach that's been sending Italy a little bit crazy. I'm Hayden, and this is the Marketers of the Universal Podcast For our first topic.

Haydn Woods-Williams:

Remember who your post and email is for? Hint, it is not you. Our team today discussing this topic will be Mark Bundle. Mark has worked in email marketing for almost a decade. As well as having a background as a lawyer. He is an emailing superstar here at Brew Digital and is also our local pedantic, so he's always got an opinion that will be very important to listen to.

Haydn Woods-Williams:

Debbie Gacchitan Jardines Oliveira is a seasoned social media marketer with a diverse background in both the tech and education sectors. She's super creative, super awesome and super knowledgeable about everything to do with building communities and delivering social media strategy. And Rich Harper. Rich is our current head of marketing. He's the guy who makes everyone tick. He's worked in the digital marketing space for over 16 years, so has an absolute tank of brilliant marketing knowledge to bring to the table, so let's get on with talking about the topic. Question one I'm going to start with you, mark. How can you actually know who your post, your social post or your email is for? Do you think there are any techniques you can use to put yourself into a customer's place?

Mark Bundle:

If you don't know who it is for odd argue, you shouldn't be posting, sending, etc. There's definitely some ways doing it. Make sure you're using personas, scoping out the people that are much relevant for your business. Make sure for seeing social you're building the right audience. Same for your email list. Make sure you're keeping that clean and nurtured. If you don't know who that's going out to, you really shouldn't be shooting me doing it.

Debbie Gacutan-Jardim De Oliveira:

Really, it goes down to basic research In order for you to know your audience. There's no perfect solution. There's no easy way out of it than researching your audience, talking to your product managers, talking to your salespeople, for you to have a better understanding of who your audience is. It's not about just understanding what their challenges are, needs, their point of view, but also the languages that they speak. That really defines how you craft your post or your content.

Rich Harper:

What we need to be aware of. We mentioned it right at the beginning. There, mark said about making sure you know your audience and who you're posting to. It's also about listening to your audience. I think as marketers, we do a lot of work on creating personas and creating data, segments and stuff that we think is what our customers want to hear. What I don't see very often is taking a customer-centric approach to your marketing actually talking to your customers, listening and then building that back into your strategy.

Mark Bundle:

It's nice to see you within our own business. That is starting to take more seriously. There are efforts to build on more how we're talking to our customers, how we're surveying them, how we're requesting personal feedback. That two-way conversation, I think, where us actually asking them for information, getting them back, is really important to how we communicate with people.

Debbie Gacutan-Jardim De Oliveira:

I think on social media, we do have the luxury of being very close to our audience. You can post something right now and get a comment within a day. As a business, you can take advantage of that by looking at the profile or the commentaries that you're getting, having a look at who's commenting, where they're from, what is their likes, what do they not like, what are their posts that they send, what are the things that they engage with. I think from there you can take in some insights and bring it back to how your content is. The language is very important because you serve different types of clients. We have e-commerce clients and then we have tech clients. They might have the same challenges, but they might say it in different ways.

Haydn Woods-Williams:

Without being contrarious, why do you need to think of the customer when you're creating marketing content? I know the business is better than anyone else, so surely my knowledge is the most important thing.

Mark Bundle:

The worry is only people think like that. You might know your product and your business better, but at the end of the day you sell things trying to solve a self-person's pain point or a content's pain point. They know that pain point better than you do. If you want to sell to someone, you need to know what they need. That's why you need to think about them. You can focus in on their need and show that your product or your service meets that need. What if it doesn't meet that need? We don't want to get to that person. Dress, the thing People sometimes forget, and this thing marketing is everybody. We must target everybody under the sun. We must reach everybody. That's just not right. What we need to do is to use the old cliche thing hit the right people in the right channel at the right time. If somebody isn't your ideal customer or isn't going to be a super customer for your service, don't try and talk to them. Just try and reach the people that you can actually provide value to.

Rich Harper:

That is a really important point that Mark raises there as well. From my years of working in agencies and with multiple brands and companies, the one thing that consistently we get when we do discovery workshops and ask the customer who their audience is, is everyone. There are certain industries that that's more prevalent in, but in general it's quite a common trait that companies feel that everyone is in their target market. Anyone can buy their product, which is just not true. That can be Nike trainers all the way down to a specific SaaS product. There are specific audiences that buy those specific products. As a business, you need to make sure you've really honed in on who your ideal customer is and then translate your messaging and your branding and everything else to that customer.

Haydn Woods-Williams:

We're running out of time in this section, so I just want to bring this round to giving some actionable tips for someone to go and do right now. Does anyone have any tips on how we can try and avoid that bias, that self-obsessed way of looking at marketing, when you're so embedded in something that can help them improve their content, their marketing, their messaging, whatever it is?

Mark Bundle:

Put yourself in your customer shoes and if you can't do that, from another neutral perspective to product-focused. Use feedback groups, use surveys. Get that. The answer is directly from your customers. Make sure you get a client's perspective.

Rich Harper:

Yeah, know your customer, forget the owners. The owners are great, but they're just made up. Putting people in boxes doesn't work. The best thing to do is ask your customers, listen to what they're telling you and then implement that into your communications.

Debbie Gacutan-Jardim De Oliveira:

I'll take it in another way. Don't get comfortable. A lot of marketers think that they know what they're doing. They know their audience and 10 years go by, they're still doing the same thing. They go out and realize that they've been left behind. Don't get comfortable. Don't think that you know everything. I make it a point that I always check competitors social media profiles, see what they've been up to and look at other industries what are the latest trends out there Just to make sure that I know what's happening and you still have a pulse of what's real. It is true that you might know your audience, but you do not have control about the environment that they're in, which might affect their needs, their challenges and what they are looking for from a brand that is giving them the product or services that they need.

Haydn Woods-Williams:

Both of those answers are really good. Whether you're someone who has no customers yet, or whether you're someone who has a lot of customers, there's going to be something to take away there. To wrap things up, obviously we can go away and look at researching competitors. That's easy. We can do that on the internet. How the hell do we reach?

Mark Bundle:

customers, well, you should have the contact details. They're already taking out your services. This means, if you can reach out to existing customers that way, research is the game of interest purpose under GDPL. She can reach out to them that way. If not, there are plenty of companies that provide focus groups, outreach that kind of service. So if you can't do it in-house, there are ways to do it out of source.

Haydn Woods-Williams:

Moving into our next topic is reporting even worth it in your job? We will do it. Probably we should be, should we? I don't know, that's what we're going to dig into In this section. We have Mark and Rich, rolling over their expertise from the last session, Joining us. We've also got Michele Rathaeli, who's worked in sales and marketing for almost 20 years. He's evolved from the offline side into digital. His specialty is now paid media and always having a massive smile on his face. On top of that, we have Jason Morris joining us. Jason initially finished university as a web designer, but quickly turned into an in-house digital marketing and SEO expert. He's worked across the globe with brands such as Citibank and Booper. Finally, we have Ross Stratton, who's biggest called the famous Winning an Egg and Spoon race once. He's got over five years of digital marketing experience across a number of digital agencies, working with big brands such as VitaBiotics, Sky Scanner, Emirates and, of course, Adaptivist and the Adaptivist Group. I'm going to start with you, Ross Reporting is it worth it?

Ross Stratton:

At one previous agency, which I won't name by name, the format would take us presenting back PowerPoint presentations on a nearly weekly basis, that we're taking far longer than the actual campaigns to build all the optimizations. So I think in instances like this it's almost certainly not worth it, because the amount of resource it takes to actually put them together just doesn't make much sense financially. I'm a big fan of automated dashboards where clients can request bits that they want to see, have a play around with things, and then we can just run through the dashboard on a weekly basis. I think that's probably the best way to go.

Jason Morris:

I have a slightly different opinion. I think reporting is really useful for the clients to get those insights that are needed for them. Specifically, you can give clients access to tools. You can export all the data. All the tools have so much data and they just kick out so much information. Making out the specific bits that they need for their work is really powerful, I think.

Haydn Woods-Williams:

Nice. It's kind of making me think here about when I go running and whether I put it on Strava or not. If I don't put it on Strava, did it even happen? If I don't report on something, did it even happen?

Jason Morris:

Yes, exactly. So if we've carried out a bunch of work, you need to present it and say, look, we did amazing or we failed here. Take those linings that can then go into your next campaign.

Rich Harper:

Nice. Thank you, jason. Hey, then can I just drop something in there from a head-of perspective, I see the value in reports, as long as those reports are delivering the right information. I think marketing has a bit of a bad rep when I say marketing gets a bad rep is we often utilize these metrics to show success, but we don't necessarily show success in terms of what it means to the bottom line of the company. Jason's correct in the fact that reports are really valuable, but I think, as marketing people, we spend far too much time creating reports on stuff that doesn't move the needle in terms of creating attribution to a company's bottom line, and that's where things need to change. So if you're looking for a company that is nothing new impressions, click-through rates, all of the other things that we like to track one of the nice ones is like oh, we've received a 300% ROI on this project, but if it's 300% of nothing, then where is the benchmark?

Mark Bundle:

So it is cover so many things. Report. Absolutes Percentages just mean you can hide whatever bad thing you want behind a number that looks better than it is.

Rich Harper:

Yeah, one takeaway scrap percentage hits.

Haydn Woods-Williams:

I need those to cover my my back bit. So you've spoken about revenue there and it sounds like revenue is a pretty important thing to be reporting on. Do you think that is the most important thing?

Rich Harper:

For me it needs to tie back to the company's objectives. But ultimately, in the amount of times that I go into a company from a consultancy perspective and I ask the business owner or the marketing director or the sales director what is the ultimate goal of this business? It's to grow revenue, whether that's from Existing clients and it's looking at the existing base and trying to upsell and and create more value out of what's already Existing in the business, or whether it's about looking for new channels and bringing in new business. There's not a single company I don't think I've ever come across that would is not looking for that next bit of growth. And and what is that growth Ultimately comes down to revenue. One of the things is, again, not always necessarily looking at what revenue it generates at that first Touchpoint. What's that first sale? Sometimes, especially in B2B and our world in terms of tech, that initial sale Might not be the most profitable bit of business that you do, but then how do you retain that customer and create it more value out of that customer?

Mark Bundle:

on that as well. We sometimes get caught in a trap of talking about revenue in terms of we do a lot of lead generation. Branding still has value and should still be reported on. It's needs to be a lot more careful with the the long-term attribution of it and yes, attribution can be horrid, but it's worth it in the long run. So you can tell where all of your efforts are paying off then, not just the short-term ones.

Haydn Woods-Williams:

I'm interested to see Europe because I know you're a big fan of making sure that the Stories in the data, making sure the data backs up what you are doing.

Michele Raffaelli:

I am indeed. What made me realize listening to all of you now is that my opinion changed. If you asked me the same question three months ago, I would have been like, yes, reporting is like air you breathe. Without reporting you cannot live. Then GA4 happens and I changed my mind. We've been invited. Yesterday we participated to a Google breakfast workshop when they show us some data, some number, for the next cyber month, apparently now, before making a purchase, they estimate people will need ten interaction. This means that we will probably start fighting even more Around who generated the conversions. What I realize now is that we don't need reporting, we need trust. I feel every one of us as a microwave. Our report is like a microwave. Your microwave has 30 programs. You only use one. So unless you read all instructions, I'm not sending you a report anymore.

Haydn Woods-Williams:

That's amazing.

Jason Morris:

What I like to do with the reporting is educate the client how we got to that stage. So, for example, there could be a paid campaign. Off the back of that. You do get extra organic. You get all the on-site behavior metrics, so there's things like that that the client needs to understand as well. So I'd like to kind of unravel it Can you even trust the data we're looking at.

Haydn Woods-Williams:

Google Analytics 4 has thrown a lot of Spanners in the works. I'm not sure that's the same. It has made us look at universal analytics and go Was what I was reading even right? We've looked at things like iOS 14 and beyond, cookies, end of cookies, like it is harder to track all these things Accurately, so how do we challenge that? How do we tackle that?

Mark Bundle:

There has been plenty of times, particularly meta, whereas come out that their data has been inflated. So there's always a kind of a touch of caution with this date. We're receiving from other platforms anyway in that respect.

Haydn Woods-Williams:

Isn't there an email client that Just marks everything is open as well?

Mark Bundle:

I always 15. Yeah, the mail privacy protection. I think it's called don't quote me on that be a 15 Marks. Every email is open, whether it has been or not, which is great fun for for Marks's.

Haydn Woods-Williams:

Yes, it's a minefield out there right Just around this all up. It's been some really nice points here, really interesting things. I kind of could spend hours digging into this stuff. Should marketing team be looking to improve their reporting, should they be looking for perfect, what can they go and do right now? That's simple and implementable.

Rich Harper:

I'm gonna be controversial here and say drop the MQL. A marketing qualified qualified lead is a completely useless metric if it's not linked to pipeline. For me, mql is another vanity metrics that's not aligned with the actual business goals for a marketing person to sit there and go. We've just delivered you 4000 leads and then sales close one of them. Why, who cares if you've delivered me 4000 names if none of it converts? What we should be doing is shifting the mindset. More to quantify pipeline, let's just think about what the consolidated objective is and work together to achieve it.

Haydn Woods-Williams:

Onto our third topic. Today we are looking at one of our favorite marketing campaigns. What we've picked is actually probably an advert that a lot of people may not have seen I know I wouldn't have seen it if it wasn't for this and an advert from Esalen go in Italy. Esalen girl super market, I believe and talking to us today we have Michael again. He's our man who only uses a single mode on his microwave. We've also got nasia is from a pating. She's worked in B2B tech marketing for three years with clients such as SAP, plume, so lego and, of course, adaptivist. We also have Debbie back, and I'm gonna start with you, mckenna. Why is this advert broken? Italy?

Michele Raffaelli:

thank you, aiden. I'm very surprised of your pronunciation of a saloon guy. Very well done. In the story it's a little girl who goes to the supermarket with the mother and in the end she comes back home with a pitch. And that's where the story changes completely, because the little girl prepares a luggage and then leaves to go and spend the next week with the father. So that's the moment where we realize that the couple is divorced. Now that type of family in Italy has never been shown on national television. You should think about a country where we still have those ads, where In the morning the families sit all together happily having breakfast, smiling to each other. So showing these Art of the reality is what actually broke it.

Haydn Woods-Williams:

That's interesting. I didn't realize that's what broke it. That's the most impactful thing, but what are the other things that you love or hate about the?

Michele Raffaelli:

the advert, the outset as marketers, we always try to promote the better side of things. We always try to use these goods finish of every story. We probably fake reality to make everyone happy, to make sure that everyone is having what they need. In these specific ads, which could come from the Apple Playbook, basically because they don't speak about the supermarket at all. It's just this little family going to the supermarket and getting fruit and veg. So they don't talk about the product. They are not advertising who they are, what they sell, they just sell you the emotion. But what's that's me was the fact that it's not a sweet story. It's more bitter sweet.

Haydn Woods-Williams:

Yeah, I can definitely see that bittersweet part of it. There's the bit at the end where she hands the dad a peach. You're almost like grimacing because you see the wider context of that. Debbie, I want to go to you now.

Debbie Gacutan-Jardim De Oliveira:

It's interesting viewing this without the context of what is within the culture of Italy, having lived as well in London, where you are already exposed in adverts that do not necessarily take the common route of a single family it's only a mom and a dad, it could be a homosexual couple, and so on. So my view on this advert, to be honest with you, is that I thought that it was quite weak. The role of the supermarket was an astral, so there's no strong brand role to this. Apple can get away with it because Apple is Apple and so you do not necessarily have to interject the brand at every moment in space to get that. This is an Apple advert. Apple is not a luxury store to not have a luxury to that.

Nasya Nasseira:

I'm not here to jump into the debate whether it's good or bad, but one thing's for sure they definitely use emotional marketing and I agree with Debbie it's like how Apple does their commercials we bring their own story. That's all about human experiences you can share, with the product or brand remaining in the background At your heartstrings people only focus a lot on potentially the political message that they projected onto the video itself.

Debbie Gacutan-Jardim De Oliveira:

It is, you know, sometimes brand does a lot of the strategies like the Apple Playbook girl can do everything. They do a lot of copy paste of these type of strategies. Sometimes they work and sometimes they do not, but sometimes it needs to go down into the authenticity of the storyline itself and to me it was a bit of a stretch.

Nasya Nasseira:

I personally really loved the ad because of the emotional appeal and it definitely got people talking. Not gonna lie, I didn't watch it from a marketer's perspective and the end of the video did make me feel some type of way, because you don't see that sort of broken family dynamics in a mainstream ad. What me call these eight same here you don't see it in Malaysia Controversial are not, especially during a difficult economic period with prices going up, especially in a competitive market and in this case, well, in a saloon case like large scale retail sector, they definitely needed To kind of make a strong emotional impact to kind of stand out against the crowded market.

Michele Raffaelli:

So if you go and look at the months that degenerated, they actually increased the month at very similar level to their highest spike in the past five years, which was so cool. The first ways is this fair. Maybe a topic for another podcast, but I can say from a data point of view it was love this. I love a disagreement.

Haydn Woods-Williams:

How can someone who doesn't have that glossy finish, who doesn't have that big budget to go and do an ad for like this? How do we capture those moments that we recognize, recognize ourselves in?

Michele Raffaelli:

these type of recently there was one went viral from Norwich Football Club this month. The way they stand out is to pass emotions. So, instead of promoting your product, your service, whatever you are selling, go and provide an example of the feelings that this product will give to you if you are going to use it.

Haydn Woods-Williams:

I think it's a fine line to tread. As Debbie said, if you don't put your brand in front and center. Sometimes, if you don't have that brand recognition, do you get lost in that? Interested to see where your thoughts are on that, debbie.

Debbie Gacutan-Jardim De Oliveira:

This is an interesting one because there is a line where you are just jumping on a trend versus being authentic to the story. Some brands have already received backlash because they are jumping on this trend of like you know, girls can Going back to the question, like, if you do not have the big budget, like, how can you have something like this? Again, going back to, like your customer, what are their challenges? What is the need that they're trying to, you know, fulfill Potentially, looking at the social dynamic right now, what is it that you want to convey?

Haydn Woods-Williams:

We are jumping now into our final topic, which is all about nostalgia marketing and whether or not it's in fashion, whether it will always be in fashion Our team to discuss this one. We bring a Nassia back into the fold. We're also bringing Ross and his egg and spoon back from our second panel, and we're also joined by Freya Wilcox as well. Freya is a recent university graduate who specializes in branding and communications. She's worked in public relations and social media before she joined Brew, where she is currently at, with digital marketing, in turn training in paid media and email. She is a real superstar. Let's get started. What is nostalgia marketing and how does it work? I'm going to start with you, freya.

Freya Willcocks:

So nostalgia marketing is like a very emotional form of marketing. It banks on the feeling of nostalgia. I think it's very effective. However, I think it's hard to do and you have to know your audience, because something that's nostalgic to me isn't going to be nostalgic to Hayden. Yeah, we have different interests with different ages. You really need to focus on your audience, their demographic, like the age where they grew up. What's going to feel nostalgic to them? When I was researching for this topic, a big one that came up was Pokemon Go, which I'm sure is very nostalgic for a lot of you guys. Pokemon in general was not nostalgic for me at all.

Haydn Woods-Williams:

I remembered a conversation a few months ago where we spoke about the fact that Lord of the Rings Fellowship of the Ring was released before Freya was born, and that makes me want to cry because that's nostalgic as hell to me.

Ross Stratton:

Ross, I have a slightly different perspective from Freya, having been born in a different decade and having now seen my entire childhood reduced to a couple of fancy dress party pieces that you can now pick up at the local party store. I think I saw maybe it was in TikTok. You can now buy Nokia 3310s to go to parties with, and Tamagotchi's as well. So that's a slightly depressing thought. But yeah, touching on Freya's point, I think it is always in fashion nostalgic marketing, but again, it's just finding the right audience. It would be interesting to see if the slightly more obscure things from my childhood end up being used for nostalgic marketing. I don't know if anyone remembers Baby Wee Wee. That's always a product that stands out as a doll that used to have fake weas and that was a brand campaign that happened. Yeah, I've actually lost my central point.

Haydn Woods-Williams:

It's all right. I feel like we need to throw Baby Wee Wee over to Nasha at this point.

Nasya Nasseira:

I mean even younger consumers. They have like a fascination with the past, for example like all over TikTok or even if you walk into a mall, how Y2K early 2000s. Fashion consumer products are back on trend and it's very especially popular among the Gen C's.

Haydn Woods-Williams:

We'll all be wearing flares again soon. I think we might already be wearing flares.

Freya Willcocks:

Yeah, we're already wearing flares.

Haydn Woods-Williams:

Do we think it's a valid way of marketing to people, or do we think it's just taking advantage of remembering a better time?

Ross Stratton:

Well, I would argue, that's all. Marketing is really just taking advantage of your audience in some way. Yeah, we're always kind of playing on biases and preferences that we're hoping our audiences have. Yeah, I think it's very valid way of marketing.

Freya Willcocks:

I think it's a good method of marketing and I think if you do it right, it can be really effective. But yeah, I just think you have to make sure you get it right and make sure you know who your audience is and what they're going to relate to.

Haydn Woods-Williams:

We've seen a lot of nostalgia play out in the movies. We've seen Barbie. We've seen Star Wars beaten to an inch of its life. Teenage Mutant Ninja Turtles are coming back for another movie. We've had Ghostbusters come back. But how can a brand today who wants to use nostalgia effectively in their marketing, beyond just looking at their audience, is there anything they can do to identify what is going to work nostalgically?

Freya Willcocks:

I think they brands would need to focus on what was sort of big and iconic, obviously, like a lot of things that used to work probably won't work now, as times have changed. Things have become more acceptable. Things have become not acceptable.

Ross Stratton:

Yeah, I think it's probably best to focus on a hook or a trend that happened more recently, just to prevent you alienating a younger section of your audience. I don't think anyone in their 30s is going to be particularly enamoured with an ad including where's the beef t-shirt? Sort of leg warmers. So I think that's an important aspect to keep in mind.

Nasya Nasseira:

I agree with both Ray and Ross. Reintroducing popular products or designs from the past can really create a sense of excitement, anticipation, among various consumers from various different eras, and it can also attract new customers who may have missed out on the product's initial release.

Freya Willcocks:

Yeah, I think one brand that's done nostalgia marketing really well actually is Polaroid, because film photography is a massive thing at the moment and they've re-released their original Polaroid, obviously with a few tweaks to make it easier to use and better quality photos and stuff. But that I think obviously in folks' nostalgia for people who remember the original Polaroid and like the first few, but also is really hitting the audience of people who are getting back into film photography or starting film photography at a young age.

Haydn Woods-Williams:

Just to tie things up, it sounds like nostalgia marketing can be so effective, but it comes of a risk. If you get it wrong, you can look like a Wally, and you don't want to be stuck in. Where's Wally Land? 20 years too late, right? I'm going to ask each of you very, very quickly Would you use nostalgia in your marketing, yes or no? Bross you first.

Ross Stratton:

Yes, depending on the client, in a B2B perspective it's probably not going to be particularly useful, unless we're playing on tech nostalgia. So, unless we're maybe toying with the idea of dial-up broadband, which is something everyone remembers, that could be a potential hook.

Haydn Woods-Williams:

Nice Nassia, yes or no?

Nasya Nasseira:

Yes, I love nostalgia and marketing, especially when you bring up back all tech stuff. I love thrifting, seeing or looking how some modern brands are incorporating the all kind of design, like how Samsung has done it with their flip phone.

Haydn Woods-Williams:

Freya, yes or no?

Freya Willcocks:

Yeah, I think it's really effective when it's done correctly and can really be an emotional form of marketing, because people make connections with memories and have associations with the good old days with certain products. It's just you do need to focus on what was sort of iconic and what was notable and also what is going to work now. Like Ross said, everybody remembers dial-up marketing, not dial-up marketing. Dial-up Wi-Fi.

Jason Morris:

Broadband.

Freya Willcocks:

Yeah, well, I don't remember. Yeah, I don't remember that.

Haydn Woods-Williams:

So that's all we have time for today. Thank you so much, everyone for listening. We really hope you found some useful snippets in our session and are able to go and put them into your own marketing. Thank you also to the Brew Digital team for doing all the research and their input into today's session. Make sure to go and check out our past episodes. Subscribe on whatever platform you use to listen to your podcasts, and we'll see you on the next one. I've been Hayden and this has been the Marketers of the Universe podcast.