CLASSIC MARKETING PRINCIPLES IS SOOOO 90’S!
In the 90s, brands used a mix of bold advertising, TV spots, word-of-mouth tactics, and mass appeal to stand out. You will see tips for social media that are consistently used today, however, the key to 90’s marketing is reaching a generalist audience in mass, instead of micro-niche. Recently I heard Gary Vee say ‘getting back to 1990’s classic marketing tactics is key to 2025’. I decided to do a deep dive into what that was and how to integrate those tactics into today’s social media.
1. Focus on Brand Consistency Across Platforms
90’s Principle: In the 1990’s, companies invested heavily in brand consistency. Whether it was print ads, TV commercials, or product packaging, the messaging, logo, and tone were always the same.
Social Media Application:
- Ensure that your brand’s voice, visuals, and messaging are consistent across all social media platforms.
- Develop a recognizable tone of voice and visual style (e.g., colors, fonts) that is used consistently in posts, stories, and ads.
- Use the same profile image, bio, and descriptions across all platforms to create a cohesive brand identity.
Example: Coca-Cola maintained the same logo, red color, and messaging in every 90s campaign. Apply this by ensuring your social media channels all reflect a unified brand image.
2. Leverage Mass Appeal and Target A General Audience
90’s Principle: 1990’s marketing often aimed at large, general audiences through TV ads, billboards, and radio. Campaigns were created to resonate with a wide variety of demographics.
Social Media Application:
- Use broad-reaching social media platforms (like Facebook, Instagram, and TikTok) to reach a general audience.
- Create content that appeals to diverse groups by focusing on universal values such as trust, fun, or community.
- Run ads that speak to common interests and emotions, avoiding hyper-niche targeting unless necessary.
Example: Create an ad campaign with themes that appeal to a broad audience, like “Togetherness” or “Celebrating Everyday Wins,” much like McDonald’s did with their 90s “I’m Lovin’ It” vibe. McDonalds did a lot of “I’m Lovin’ It” commercials through 2003. I like the this one because it speaks to general audiences of all kinds.
3. Build Word-of-Mouth Marketing
90’s Principle: In the 1990’s, word-of-mouth was a huge driver of brand awareness. People shared their favorite products through conversations with friends, family, and colleagues. Every fast food establishment, department store and travel entity had a rewards program and it was before they started being associated with credit cards. Personally, I stopped using them when you had to get their credit card in order to get rewards. I don’t need a store credit card for every store I enter. I’m all for going back to the old days where you are rewarded for spending money, no matter what type.
Social Media Application:
- Encourage your customers to share their experiences with your products or services online by tagging your brand or using a branded hashtag. I’ve worked with over 220 retailers and it’s very common NOT to ask customers to do anything. If you can’t bring yourself to ask, print creative cards with details of a reward for doing so.
- Implement referral programs where users can get discounts or perks for sharing your brand with others on social media. Again, big brands have been doing this for a long time. I don’t see it as much with small business.
- Engage with your audience by resharing user-generated content and showing appreciation for their participation. Big brands do this all the time too.
Example: Offer a reward for customers who refer friends on social media or run a “tag-a-friend” contest where followers can win a prize by tagging others. This was common a few years back, but not as much anymore. I’ll be transparent. I’ve stopped doing business with local companies who I spend thousands of dollars a year with and they have no referral or rewards program. I’m all about local and have been for decades. I’ve referred so many people to local businesses and it is rare that any of them show appreciation. I’m done. Just sayin’.
Two of the best reward programs where you get rewarded without having the store credit card are Target Circle and Sephora. My favorite I use all the time to get a free PB&J Box is Starbucks!
4. Invest in Big Creative Campaigns
90’s Principle: The 90’s was the era of memorable, creative ad campaigns that often had a big idea behind them (e.g., Nike’s “Just Do It” or Budweiser’s “Whassup?”). These campaigns had a clear theme, consistent messaging, and were delivered through large-scale platforms.
Social Media Application:
- Develop a high-impact social media campaign with a strong, clear theme or message that can be rolled out across multiple platforms. Small businesses can do this as well. Instead of having a theme per campaign, make it ‘this years theme’ and double down on it. You will become memorable and thats the point.
- Focus on the core idea and create various pieces of content (videos, infographics, posts) that revolve around that idea to build a cohesive campaign.
- Use social ads strategically to extend the reach of the campaign, just like big-budget TV ads in the 90s.
Example: A fitness brand could run a month-long social campaign with the theme “Start Strong, Stay Strong,” sharing motivational videos, user stories, and expert advice, along with targeted social ads to amplify the message. We all know that many gyms do this in January and after the initial run on memberships, there isn’t much else the rest of the year. The ‘Stay Strong” part should carry throughout the year.
5. Highlight Value Through Promotions and Discounts
90’s Principle: Discounting and promotional offers were a huge part of marketing in the 90’s, often delivered through TV ads, coupons, or in-store promotions.
Social Media Application:
- Run regular promotions, giveaways, or discount campaigns on your social platforms to incentivize purchases.
- Offer exclusive discounts to your social media followers, creating urgency with time-sensitive offers (e.g., “24-hour flash sale”).
- Pair promotions with clear value propositions, showing how your product solves a problem or improves the customer’s life.
Example: Host an Instagram or Facebook-only flash sale with a special promo code available for a limited time, similar to the 90’s focus on coupons and mail-in rebates. By the way, the most famous promotional campaign in the 90’s was the McDonald’s Monopoly Campaign.
Example: Offer a “24-Hour Exclusive Sale” on Instagram where only followers who engage during that window get access to discounted products.
6. Tap into Celebrity and Influencer Endorsements
90’s Principle: Celebrities were used in nearly every major 90’s campaign to lend credibility and attract attention to brands (e.g., Michael Jordan for Nike, Britney Spears for Pepsi).
Social Media Application:
- Partner with influencers or micro-influencers in your niche to promote your product in a genuine way.
- Use these influencers to create content that speaks to their audience while integrating your brand naturally.
- Build long-term relationships with key influencers, ensuring your brand is continually in front of their audience.
Example: Partner with a well-known influencer in your industry who represents your brand values and has a strong, engaged following. Have them promote your product or service through sponsored posts, stories, or live sessions. By the way, I’m not talking about opening boxes and putting lipstick on. This partnership needs to be a lifestyle, purposeful video. If you want to do a live session on a social platform, make sure it’s well thought out. Influencers are starting to become like the untrusted celebrity. They get paid, they got free stuff, so of course they are going to sing your praises. One of my favorite examples is Kate Pearce Vintage who literally remodeled an entire kitchen with her husband using Bertazzoni Appliances. She not only hosted the reveal, she also scored a magazine article as well with photos of this fantastic kitchen and Bertazzoni Appliances.
7. Use High-Impact Visuals and Creative Design
90’s Principle: 90’s marketing was known for its bold, eye-catching visuals. Brands invested in creative print ads, TV spots, and packaging to grab attention quickly.
Social Media Application:
- Invest in high-quality, visually engaging social media content that grabs attention as users scroll through their feeds.
- Use bold, vibrant visuals in your imagery and videos, and ensure that your design is professional, on-brand, and impactful.
- Include quick-hit videos that communicate key messages within the first 3–5 seconds, similar to a 90s TV commercial.
Example: A cosmetics brand could use Instagram Reels or TikTok videos that feature bright, dynamic visuals showcasing product transformations.
8. Maximize Brand Loyalty Programs
90’s Principle: The 90’s saw the rise of loyalty programs like airline miles, grocery store points, and fast-food reward systems. Brands focused on rewarding frequent customers to build long-term loyalty. Blockbuster had Blockbuster Rewards, Subway had Subway Sub Club and American Airlines AAdvantage took off in the 90’s. There are loyalty programs everywhere or everything. I rarely find them though in small business. It makes me wonder if they ever think about why big box stores or chains keep their customers around.
Social Media Application:
- Create and promote a digital loyalty program that rewards customers for engagement and purchases, such as points for following, sharing, or making a purchase through social media.
- Use social media to track points and provide exclusive access to products, events, or special content for loyal followers.
- Run regular loyalty campaigns that highlight the benefits of joining your program.
Example: Create a social media-based loyalty program where users earn points for sharing your content or tagging you in their posts. Promote the program on platforms like Instagram and Facebook. A great example of this that I use is PURA. You can go to their site, login to your account and proceed to their loyalty program. Check out all of the ways they allow you to rack up points.
9. Capitalize on Limited-Time Offers and Scarcity
90’s Principle: 1990’s marketers frequently used “limited-time only” offers, exclusive deals, and scarcity tactics to create urgency and increase sales. Sorry to mention McDonalds again, but they were genius during the 90’s. The McRib is one of the most famous “limited-time only” products in fast food history. McDonald’s introduced the McRib sandwich in the early 1980s, but by the 1990s, it became famous for its periodic, short-term availability.
Social Media Application:
- Run time-sensitive promotions or product drops on social media, creating urgency with countdown timers or limited availability.
- Build excitement around product launches by teasing content before the release date and offering pre-orders to your social media audience.
- Use exclusivity to your advantage by creating “members-only” social media groups for your most loyal customers where they get first access to promotions.
Example: Offer a “24-Hour Exclusive Sale” on Instagram where only followers who engage during that window get access to discounted products.
10. Direct Calls to Action
90’s Principle: Direct marketing was big in the 90’s, with clear calls to action (CTAs) at the end of every ad. Whether it was “Call Now!” or “Buy Today!”, brands always gave a specific action for the audience to follow. One of the most prolific and first ‘clickbait’ I remember was Publishers Clearing House. “You may have already won $10 million!” I really hate clickbait, so I’m not recommending this to use, it’s just a really good example of a CTA.
Social Media Application:
- Use strong, clear calls to action in your social media posts, encouraging users to take immediate steps (e.g., “Shop Now,” “Subscribe Today”).
- Keep the message simple and action-oriented. Don’t overload the audience with too many options—make it easy for them to follow through.
- Place CTAs in visible places like the caption of an Instagram post or the end of a Facebook ad.
Example: In a product video on social media, end with a direct CTA like “Visit our store now for 20% off—limited time only!”
GUERILLA MARKETING 2025
Last but not least, lets discuss Guerilla Marketing 2025. It started in the 80’s, but I remember it being huge in the 90’s when I started my career.
Guerilla marketing is an unconventional and creative approach that relies on surprise, interaction, and engaging people in unexpected ways. It’s most effective when it stands out from traditional advertising methods, grabs attention, and generates buzz at a relatively low cost. Here’s how to use guerilla marketing effectively:
1. Know Your Audience: Understand your target audience deeply to ensure your campaign resonates with their interests, lifestyle, and environment.
2. Create Emotional Connection: Design campaigns that evoke strong emotions (joy, surprise, etc.) to create a memorable and impactful experience.
3. Be Unpredictable and Surprising: Use unexpected elements and locations to capture attention and create excitement.
4. Leverage Public Spaces: Utilize high-traffic public areas with creative visuals or installations to engage a wide audience.
5. Go Interactive: Invite audience participation through interactive experiences that encourage engagement and sharing.
6. Keep It Cost-Effective: Focus on creative, low-budget ideas that deliver high impact, utilizing simple materials or existing infrastructure.
7. Amplify with Social Media: Encourage social sharing to extend the reach of your campaign and build viral momentum.
8. Be Relevant and On-Brand: Ensure the campaign aligns with your brand values and taps into current trends or events for maximum relevance.
These points focus on creativity, audience engagement, and leveraging both physical spaces and social media for effective, low-cost guerilla marketing.
To market like you are back in the 90’s, focus on broad appeal, memorable messaging, and creating opportunities for community and brand connection, just like the iconic 90’s marketing strategies did!