Why Marketing Needs to Feel Collectible Again
Do you remember being a kid and obsessing over collecting stuff? Maybe it was something like sticker books, Pokémon cards, Panini football stickers, Pogs, maybe even those silly toys in cereal boxes. Chances are high that as a kid, there was something you liked to collect, and half the fun wasn’t even what you got; it was the thrill of adding to the pile and the bragging rights when you finally completed a set.
You weren’t just buying a snack or a pack of cards; you were chasing a little high, and looking back on that, it felt a little magical, didn’t it?
Collectibles are Powerful
Okay, just fast forward to now, and honestly, businesses have kind of forgotten how powerful that feeling is. They’re so busy trying to boost profits and cut down on advertising costs that, in a way, most businesses are using the example template (basically following trends and copying each other).
But yeah, everyone’s so wrapped up in clicks, likes, and who’s ranking higher on Google that they’ve lost sight of the fact that people still love collecting. It’s nostalgic, yes, but it’s also just wired into us. Like, we want the full set, to see that rare design, that whole “I got it” moment. Honestly, the whole blind boxing, specifically Labubu craze, is a fairly decent example of this. But if you want to end one-time shoppers, then it might help to consider starting a collection instead. Well, depending on what your business is, of course.
Why Collecting Isn’t Just for Kids
Okay, don’t roll your eyes at this, because collecting isn’t just a playground thing anymore. Adults are out here hoarding all sorts of things. If you scroll long enough on social media, you’ll see it for yourself, like Nike sneakers, vinyl records, and Starbucks cups. But there’s something about owning different variations that feels satisfying, like you’re building a story with your stuff.
Actually, go ahead and take McDonald’s Monopoly as a pretty nice example. No one queues up because they think a Filet-O-Fish is irresistible. They queue up because they’re itching to peel off that sticker and see if they’ve inched closer to a car or even just a free fries. It’s the collectible aspect that keeps them coming back. How about Starbucks?
Well, people camp outside for their seasonal cups, because it feels like a little trophy (and that company gets so much free marketing and PR, too).
But How Can Small Businesses Tap into It?
While multiple major brands were mentioned already, it doesn’t inherently mean that this isn’t something that small brands can’t do. Honestly. You don’t need a giant budget for this. In fact, sometimes it works even better because it feels more personal. But in what way?
Well, go ahead and think about limited-edition loyalty cards with different designs, seasonal packaging that changes every few months, or little branded freebies like square stickers that shift with the seasons. All of these examples are super small, right? Well, customers start to expect it, then they start to want it, and before long, they’re hooked on building their collection.
Why It Actually Works
Well, the beauty of this strategy is that it doesn’t feel like marketing. No one likes being sold to, but everyone likes being part of something fun. So, collectibles make shopping feel more like a game, and so they stick around. So, a sticker ends up on a laptop, a cup lives on a shelf, and a loyalty card sits in a wallet. It’s basically that free advertising that keeps your brand alive long after the purchase.