Remarkable Content with Ian Faison Jaz Zapp: How To Use Nostalgia in Your B2B Marketing
B2B ads can feel pretty soulless. But if you’re pulling your hair out and struggling to connect emotionally with your audience, never fear.
We have the key to build a deep emotional connection with your audience instantly. That key is NOSTALGIA.
Take your audience on a trip down memory lane, and they’ll associate your company with something from the past that they already know and love. It’s a winning tactic that taps into feelings of familiarity, comfort, trust, and security. And on top of that, customers are more willing to pay for your product.
On this episode of Remarkable, we’re talking with podcaster and comedian Jaz Zepatos aka Jaz Zapp. We cover how she connects with her millennial audience, why they’re all lactose intolerant, and going viral. Jaz is a content creator on Instagram and TikTok, and is the host of the Millennial Movie Club podcast. And with her help, we’re teaching you how to use nostalgia in your B2B marketing.
About Jaz Zapp
Jaz is a full-time podcast producer, creative director, and host of the Millennial Movie Club Podcast. A life-long storyteller and comedian with a flair for human connection and edutainment, Jaz enjoys making people laugh, networking with like-minded creatives, and trying to rollerblade without falling down.
What B2B Companies Can Learn From Jaz Zapp:
- Define “nostalgia” for your target customer. Nostalgia is specific to different age groups. What’s nostalgic to your parents will not necessarily be nostalgic to you. So, talk to your customers about what work was like for them 10 or 20 years ago, and create a marketing campaign using their stories. Whether it was handing out physical checks on payday or the vending machine selling out of everything but plain Fritos, there’s content there that’s ripe for the picking. Apple tapped into nostalgia targeting many generations of Sesame Street fans when they ran an ad with Cookie Monster using Siri. Apple was able to appeal to a few different demographics by bringing in a universal childhood favorite, Cookie Monster, and taking us back to the good old days. For Jaz, it started with a memory about crushing on the red Power Ranger and imagining he had fallen in love with her.
“I was like, look, maybe this is just very niche and weird to me. Or maybe there's somebody out there who also gets this. And nine times out of 10, there's a bunch of people that are like, ‘Oh my God, I thought I was just this weird.’ And suddenly you have this community. And it’s people that just want to be reminded of a simpler time. They feel seen and that they weren't so isolated in their experience growing up.” - Jaz Zepatos
- Get weird, get cringey, get real. The closer your ad can get to a nostalgic memory for your target audience, the better. That even includes all of the weird, cringey details. From getting the attention of work crushes, to in-office pranks, or stealing parking spots — sprinkle these personal details into your marketing. As Ian put it, there’s so much pressure as a professional marketer to be serious:
”I think part of the problem for marketers is that we feel like our job is to be a boring adult. If you're selling accounting software or whatever it is, you just feel like, ‘Well, I can't really do anything creative.’”
Whereas Jaz found a niche audience of nostalgic millennials and cultivated a community there:
”[I wanted to] just get more in touch with who I was. This was the kind of kid I was. And I like to harness that now because I don't wanna just be a boring adult. I wanna keep some of that with me.”
It’s easy for Jaz to take the lessons she’s learned on social media and apply it to B2B marketing:
”Behind that CRM platform, behind Salesforce, or behind whatever, is a bunch of people that also made their Barbies cheat on each other. I think it's remembering the humanity side of it, where it's like that's what you're appealing to, really. And then once you're in the door, then you can work together and get strategic on SEO and all that stuff. But at the end of the day, it means nothing if you're not striking a very human chord with somebody.”
Quotes
*”If you're playing to everybody, you're playing to nobody. Niching down is always a good idea.” - Jaz Zepatos
*”[I wanted to] just get more in touch with who I was. This was the kind of kid I was. And I like to harness that now because I don't wanna just be a boring adult. I wanna keep some of that with me.” - Jaz Zepatos
*”I think part of the problem for marketers is that we feel like our job is to be a boring adult. If you're selling accounting software or whatever it is, you just feel like, ‘Well, I can't really do anything creative.’” - Ian Faison
*”Behind that CRM platform, behind Salesforce, or behind whatever, is a bunch of people that also made their Barbies cheat on each other. I think it's remembering the humanity side of it, where it's like that's what you're appealing to, really. And then once you're in the door, then you can work together and get strategic on SEO and all that stuff. But at the end of the day, it means nothing if you're not striking a very human chord with somebody.” - Jaz Zepatos
*”The cringier you can get, the more accessible you become. The same thing if you're pitching your company or your product, you want people to feel comfortable with you. You don't wanna walk in like the jock down the hallway and make everybody feel self-conscious. You wanna level with people. And so like for you to be like, ‘Hey, I'm not that cool, but like none of us are that cool. Let's have a conversation,’ is a lot more welcoming.” - Jaz Zepatos
*”People just want to feel some sense of comfort and relatability, and feel like they're a part of something bigger. So I think finding those moments from history and pop culture, TV, or movies, and just figuring out what collectively a group of people were into, and then bringing that back 20 years later is such a smart move.” - Anagha Das
*”Nostalgia isn’t nostalgia for everyone. Like Jaz's content wouldn't be nostalgic for boomers. So you have to identify who your audience is and who you're going to market to.” - Meredith Gooderham
*”Nostalgia allows you to transport the person instantly back to that feeling. Whether it's a vulnerable feeling, or fun or excitement, or any of those things. It can engender real emotions so quickly, and that's why it's so powerful. So if you're putting it into your marketing, it's a much faster, much deeper connection.” - Ian Faison
Time Stamps
[2:42] Tell me more about Jaz Zepatos aka Jaz Zapp
[3:11] How did Jaz tap into millennial nostalgia?
[8:03] Why marketers should embrace nostalgia as a powerful tool
[10:00] How can you use nostalgia to make your brand feel accessible?
[13:44] How do we apply nostalgia to B2B marketing?
[20:45] The emotional power of nostalgia and how you can use it in your marketing
[21:30] Examples of how nostalgia could be used in B2B marketing
Links
Check out Jaz on:
The Millennial Movie Club Podcast
eBaum’s World article on “Plant Daddy”
See how Apple tapped into nostalgia with their Cookie Monster ad
Listen to Ep. 4 of Remarkable on Mean Girls and how it uses nostalgia to connect with viewers
About Remarkable!
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both non-fiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios), Dane Eckerle (Head of Development), Colin Stamps (Podcast Launch Manager), Anagha Das (B2B Content Marketing Manager), and Meredith O’Neil (Senior Producer). Remarkable was produced this week by Meredith O’Neil, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
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