Founder of Gift Imagination, Goke Iyiola, speaks with ARINZE NWAFOR on 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 and business value rather than simply another item on a checklist?
On marketing collateral, there’s something called above-the-line marketing and below-the-line marketing. Marketing collateral falls under the below-the-line. And it has its place in the marketing mix.
Marketing collateral enables you to experience the brand beyond billboards, radio jingles, TV commercials, newspaper ads and digital activations.
Marketing collateral is an extension of the brand, beyond that initial contact with them, through the dispensation of a service or the purchase of a product. And that is where we come in.
It cannot be commonised. It has to be given its proper prestige
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