The Role of Marketing Collateral in Brand Communication
Founder of Gift Imagination, Goke Iyiola, discusses the importance of marketing collateral, industry best practices, and how leading companies are using digital and print materials to communicate their brand message and promote products and services.
Why is Gifting Considered an Important Expression of Brand Identity?
Marketing collateral plays a crucial role in brand communication. It falls under below-the-line marketing and has its place in the marketing mix. Unlike traditional advertising methods like billboards or TV commercials, marketing collateral allows for a more personalized and immersive brand experience. It serves as an extension of the brand beyond initial contact, whether through a service or product purchase.
This form of marketing is not something that can be overlooked. It deserves proper recognition within the marketing mix. Gift Imagination focuses on providing quality, top-of-the-range marketing collaterals that align with brand values and objectives.
The Journey of Gift Imagination
Gift Imagination was founded in 2017 after Goke Iyiola faced challenges in the learning and capacity development sector following the 2008 economic crisis. Struggling to make ends meet, he connected with Access Bank to produce bubble stickers. This led to opportunities with other banks like Polaris, Unity Fidelity, and Zenith Bank.
The success of these projects revealed a gap in the market for professional promotional items. This insight prompted the establishment of Gift Imagination, with a mission to provide high-quality marketing collaterals that meet industry standards.
The State of Nigeria’s Promotional Items Industry
The promotional items sector in Nigeria is influenced by both market women who import materials and professional brands that interface with businesses. While some brands have established systems such as websites, emails, and tax clearances, others lack the necessary documentation.
Gift Imagination acts as a bridge between these two groups, coordinating the supply chain and ensuring that B2B clients receive quality promotional items. This role helps to address the informality and unprofessionalism often found in the industry.
Challenges Addressed by Gift Imagination
The gift item sector in Nigeria is marked by informality and a lack of professionalism. Many individuals involved in promotional products come from backgrounds in printing and billboards, often lacking formal education or training.
Gift Imagination introduced a strategy that included a website, social media presence, and professional communication channels. This approach aimed to ease the burden on professional organizations’ promotional items teams, who often face issues with unprofessional suppliers.
Corporate Gifting Practices in Nigeria
Nigerian companies typically have budgets for promotional items, with some having well-defined requirements and others seeking input from below-the-line companies. Gift Imagination works closely with clients to understand their needs, sourcing items locally and internationally as required.
In some cases, clients provide specifications, while in others, Gift Imagination offers additional suggestions based on market trends and client preferences.
Personal Experiences with Corporate Gifts
Goke Iyiola has encountered corporate gifts that failed to make the intended impact. These instances highlight the importance of experience and exposure in selecting appropriate promotional items. A well-chosen gift should reflect the brand’s identity and values effectively.
Gift Imagination’s Process and Consulting Arm
Once a client approves a project, Gift Imagination initiates the production process. This involves searching for items locally and internationally, considering production and shipping timelines, and creating mock-ups and branding strategies. Constant communication ensures that all requirements are met before final delivery.
Types of Organizations Gift Imagination Works With
Gift Imagination collaborates with a wide range of organizations, including financial institutions, oil and gas companies, professional institutions, and government bodies. The types of promotional items they offer range from electronic gadgets to lifestyle products, ensuring that each client receives tailored solutions.
Notable Projects and Achievements
One of the most significant projects involved an oil and gas company, where Gift Imagination met specific requirements over several years. They also worked on a brief for a financial institution celebrating 80 years of operation and another for an insurance company’s 30th Annual General Meeting.
These projects underscore the importance of quality and adherence to client specifications, which have generated positive results and increased demand for their products.
Balancing Local and International Sourcing
Decisions on sourcing locally or internationally depend on factors such as availability, quality, and cost. Some items are not available in Nigeria, making international sourcing necessary. However, local production can sometimes be more cost-effective, especially for large quantities.
Quality, economies of scale, and adherence to requirements are critical considerations when choosing between local and international sources.
Future Vision for Gift Imagination
Looking ahead, Gift Imagination aims to expand its market share and help brands stand out in a competitive landscape. By maintaining a commitment to quality and innovation, the company seeks to continue delivering value to its clients.
