Nigerian companies are overlooking a powerful tool for strengthening customer relationships and building brand loyalty, according to Goke Iyiola, founder of Gift Imagination, a marketing collateral and corporate gifting company.
Speaking on the role of promotional products in modern marketing, Iyiola said marketing collateral should no longer be treated as a routine procurement exercise but as a strategic extension of a company’s brand and customer experience efforts.
According to him, branded merchandise, corporate gifts and other promotional materials form an important part of below-the-line marketing and can help organisations remain memorable long after a customer has interacted with their products or services.
Marketing collaterals enables customers to experience a brand beyond advertisement and point of service. It extends the customer experience of the brand beyond the touch point and enhances top of the mind awareness.,” he said.
The comments come at a time when businesses across industries are seeking new ways to improve customer engagement and differentiate themselves in increasingly competitive markets.
