Rely on a Marketing Retainer to Test a New Creative Marketing Effort

The biggest problem for brands interested in trying out a new marketing campaign type, such as video marketing, is not that they lack the ideas to generate an engaging campaign. Rather, there are a number of other obstacles that make brands question the investment in an unproven marketing method. 

One of these obstacles is start-up cost. For something like video marketing, companies that don’t have video equipment might find themselves investing a lot of money in in-house equipment. However, they might fear that video won’t pan out for the brand long term. Working with a creative agency to handle video content creation alleviates this risk and might lower the costs. They have the equipment available to produce the videos you need and can conduct the related marketing efforts and metrics tracking to go along with them. 

Another obstacle is expertise. Marketers may have a breadth of skills but lack the specific knowledge needed to make the new creative campaign come to life. Moving forward in house might require time for a learning curve, as well as the risk of making costly mistakes through trial and error. With a creative agency on retainer, you’ll have access to experts on staff who are ready to bring your brand’s ideas to life—and they’ll do it right the first time. Knowledgeable creative staff can offer the insider expertise needed to make your campaign a success, especially once they get to know your brand.

Hiring an agency on retainer to test a new campaign may seem risky. After all, retainer contracts are generally for longer time periods and are an investment. However, brands should remember that new marketing efforts need time to prove their results. Research, plan formulation and multiple iterations of content might be needed to find the success your company is looking for. Testing a new content type isn’t about finishing a single project, so implementing it takes time. 

Because of this, it can be comforting for a brand to enter into a long-term partnership with an industry expert to execute the campaign, all while being certain of a set monthly price. There won’t be any surprises in the budget, and you’ll have time to let the campaign run its course before deciding your next moves. 

And, if your new marketing effort demonstrates success and your company decides to continue, having a creative agency on board makes it that much easier to start a new campaign or even scale up to take your marketing plans to new heights. Are you ready to take the leap? Say hello!