Monday October 17, 2016
It's been a while since I posted Part 1 of this post, in which spoke to working with an agency on piecemeal projects. Now we're going to talk about keeping an agency on retainer.
Full Marketing Department
An agency retainer provides you with a sense of security that they will always be there for you when you need something. It is important to specify exactly what scope of work your agency will take on for you: PR, Creative Development, Web Content (such as blogs and social media posts), Strategy, Media Buying, Planning and Implementing, Web Design, whatever. It's an insurance policy for your marketing.
The Bigger Picture.
There's a lot more to advertising than coming up with a witty, pithy tagline and putting it out there in hopes that your audience sees it.
Agency on retainer will be able to handle the witty and the pithy, but can also manage the bigger picture, long term projects, brand management, research, media strategy that aligns with your business objectives. It's no different than paying a salary to an inside marketing department. All the work you need is included in a monthly retainer, just make sure there's work enough to justify the retainer.
And the advantage is your agency on retainer will know everything about you and your organization; it would be like having your own internal marketing department, but with a grander view of everything that's going on.
It can work to your advantage, just as well as working with them project-by-project.