Retainers are most appropriate for companies that execute their marketing goals with a “multi-channel” or integrated approach. Savvy companies know that the chances of reaching their target audience and persuading them to buy increases dramatically when multiple channels like advertising, direct mail, television, radio, web and PR all work together with a unified message. Retainer-based relationships allow agencies the freedom and flexibility to develop a strategic approach using all channels, and creatively design and execute that strategy to offer an integrated marketing campaign. And because retainer- based work is part of a cohesive plan, results are easier to track, enabling the company to determine program success or failure more efficiently.
Retainer-based arrangements work best for clients that have committed themselves to a budget (typically a percentage of gross sales) and are committed to the idea of working with an outside resource to clearly define and then implement their marketing plan. These agreements are also best suited for companies that recognize the value and importance of building a long-term relationship with a marketing and creative firm. Your company should be willing to let your marketing and creative firm get totally immersed in your business so they can work more effectively to support your goals.
