Firms can boost customer experience through better marketing collateral, says Gift Imagination Founder
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.
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.
Goke noted that while Nigerian firms invest heavily in advertising, public relations and digital marketing, many still underestimate the value of high-quality promotional products in reinforcing brand identity and creating lasting impressions.
Founded in 2017, Gift Imagination was established to address describes professionalism and quality gap within Nigeria’s promotional products industry.
According to him, the sector remains largely informal, with many suppliers lacking the documentation, quality assurance systems and structured processes required by large corporate organisations.
“When we started, our objective was to bridge the gap between corporate clients and the fragmented supply chain that produces promotional products. We wanted to create a business that could deliver quality products while meeting the procurement and compliance requirements of large organisations,” he said.
The company initially built its client base through the banking sector, securing projects with some of Nigeria’s leading financial institutions before expanding into insurance, oil and gas, real estate and public sector organisations.
Goke said maintaining quality standards has remained central to the company’s growth strategy.
He recalled instances where the company declined opportunities to deliver products because some clients were not willing to wait for required period to deliver quality work.
“Our philosophy has always been that the brand promise comes first. If we cannot deliver a product that meets the required standard, we would rather walk away from the opportunity than compromise quality,” he said.
That emphasis on quality has influenced sourcing decisions, with the company often weighing whether products should be sourced locally or imported.
According to Goke, the decision is usually based on factors such as quality requirements, production capacity, quantity and overall cost.
While some products can be sourced competitively within Nigeria, others require international suppliers because of specialised manufacturing capabilities or stricter quality controls.
“In some cases, importing may actually be more economical when large volumes are involved because economies of scale can drastically reduce cost and ensure more return on investment for the client. In other cases, local sourcing is the best option. The key consideration is whether the final product meets the client’s expectations,” he said.
He also highlighted the growing sophistication of corporate gifting in Nigeria, noting that many organisations now approach promotional products as part of broader marketing and customer engagement strategies.
Large corporations, particularly banks, insurance companies and oil and gas firms, increasingly seek customised merchandise that reflects their brand values and enhances customer interactions.
For such organisations, he said, promotional items are most effective when they are practical, memorable and aligned with the company’s products, services and overall brand message.
Looking ahead, Goke said Gift Imagination plans to expand its market presence while helping more businesses use marketing collateral to strengthen brand visibility and customer loyalty.
“We want to contribute to helping brands stand out and remain unforgettable. A great promotional item can create a lasting impression and strengthen the connection between a company and its customers,” he said.
