A retainer is not just lawyer talk for pay to play. It's a sensible work arrangement with big benefits for both client and service provider. When small to midsize businesses want to prevent going into panic mode when they realize they need creative fast—or if they're not getting everything they need from their current agency—that's when they should get smart about what's in it for them in a retainer agreement with a creative services agency.

Minimize Search Costs

You don't need an MBA to understand the steep price of search costs, because you already know time is money. Having a creative agency on retainer means you spend zero time on finding the right resource for specific projects. Your retainer agreement will spell out what's available; you'll only need to search for skills that are out of scope.

Save Money

Whatever your budget is for creative services (you do have one, right?), it can always use some stretching. One benefit for the service provider is that they can better predict income streams by allotting time to retainer work. That comes at a cost, usually in the form of discounted rates. It may be a relatively small percentage, but it will always work to the client's advantage.

Eliminate Surprises

A retainer agreement for creative services will typically include a cap on the hours included in the plan, or the number of blogs or social posts, for instance. After that, the client will be paying the rack rate for anything additional. To eliminate any surprises, make sure the retainer includes a trigger number to alert the client to the possibility of going over. Of course, this needs to happen with plenty of notice, and it requires solid communication and project estimates for the system to work effectively.

One-Stop Shopping

Creative projects require a wide range of professional skills. It often starts with writing. From ad concepts to final copy, storyline to script—detailed proofreading before it goes out to the world—professional writing and editing skills are a must. When you start bringing that writing to life with graphics, video, or animation, it adds dozens of other skills required for success. So, instead of going out and finding separate sources for project parts, it pays to have one place to turn to instead. One that's already on call for what you need.

Gain Added Value

When owners and managers are running their businesses, the last thing they need is to micromanage creative projects. One-off creative resources are a dime a dozen, and only a few clicks away. But they often lack the business understanding to proceed without detailed explanations and direction. A creative agency that fuels all its work with a steady supply of solid business experience will be able to add value to every project done under retainer. No spoon-feeding required!

The Takeaway

If you've ever found yourself scrambling for creative services, you know that doesn't feel good at all. Consider finding a competent agency and explore the idea of a retainer. Yes, of course you can contact me first. (I wouldn't be worth my salt as a marketer without a clear and compelling call to action, right?) Call me at +1 941.500.2501 or explore Multitrack Studiosto learn more.