What is a video retainer, and do you really need one?
Alright- giving this post a refresh! Why? Because more and more people are reaching out to us to say that they can’t find anyone inhouse to keep high-quality video content coming their way. That “one person” is a unicorn. You need a team!
So- let’s talk about retainers. No- not that awful thing you lost as a child and you still have some lingering PTSD about (is that just me?)....but a professional services retainer. Specifically, let’s discuss video retainers and controlling marketing costs.
What is a video retainer?
A video retainer is a contract between you and a video production company (that’s us) that allows you to establish an annual video production budget that the video company can then work against for various video projects throughout the year. You can negotiate payments monthly or as the work is completed; but you are contractually obligated to the total spend amount by year’s end.
Do you really need a video retainer?
A video retainer is ideal for any client who’s marketing mix is dominated by a need for fresh, regularly changing, and engaging content. For example, you may need one or more primary brand videos created, but also see a need for short social media videos, executive interviews, customer testimonials, or event support.
A video retainer is also advantageous when you need to control/predict annual marketing costs. If you’ve ever fought a board or executive committee for your marketing spend, then you know that many times it’s easier to get one total budget approved vs individual projects that have to be approved as each hits your accounts payable department.
Lastly, a video retainer holds your creative “feet to the fire.” As a marketer, it’s easy to get so caught up in the short-term projects and emergencies (did that press release go out? how are my KPIs?...you know the drill) that you can lose sight of the larger projects that are truly customer-engaging. With a video retainer, you’ve got the good built-in pressure to create compelling content because it’s already paid for, AND you’ve got a creative team of video producers on speed-dial ready to work. Win/win.
How do you get started?
We approach a retainer contract with the same approach you would use with any long-term relationship: you get to know each other. We’ll start with one video project to make sure you approve of our creative approach and process, and that we approve of your process (timely responses, communication style, etc). We establish a solid working partnership, and if there’s a fit, we then create a retainer contract. Our team will work with you to assess your marketing and communication needs, offer creative suggestions for video projects, and help you to determine an annual budget. Once the retainer agreement is executed, you then have a “bucket” of available video production hours that you can use for planned projects or as needs arise- social edits, interviews, events, product commercials, etc.
What's the advantage of a retainer contract?
The biggest advantage of a video retainer is that you get a creative team at the ready. It’s no longer just you and your crew in your silo generating ideas. You get a team of video production pros who bring fresh ideas, perspectives, and life experiences to creating content for your brand.
But- if you need a top 5- here goes:
Access to a creative video production team for less than the annual salary of an in-house video producer
Quarterly creative planning sessions with unique creative ideas
Predictable marketing expenses
Priority project scheduling
Private on-line, searchable, b-roll library
For more information about our video retainer, visit our retainer services page.
We’d love to be your video partner.
Let’s tell your brand story (and help you control your marketing costs!)