Marketing retainers can be a big investment in both time and money and it’s important you get the information you need to make the retainer a success.
We’ve come up with a list of handy questions for you to ask any agency you have just committed to a retainer with:
Can you explain the scope of work included in the retainer?
It's important to have a clear understanding of what services are included in your retainer and how the agency team plan to deliver them. It’s equally important to understand what’s not included in the retainer and what happens if there’s scope creep.
How will you evaluate the efficacy of our marketing initiatives?
It's crucial to comprehend just how the agency intends to evaluate the results of your marketing initiatives and what metrics they'll employ to monitor development.
Can you provide a timeline and deadlines for each aspect of the project?
Setting up precise deadlines and timeframes can ensure that everyone stays on track and the project/campaign is finished on schedule. Ensure there are clear indicators for when your input is required and what this input looks like.
How often will we have communication and check-ins?
To ensure everyone is on the same page, it's crucial to establish clear communication channels and check-in points. Usually this will be weekly, bi-weekly or monthly project management meetings.
How will you incorporate our feedback and adjust the project?
A good agency should be receptive to your feedback and willing to make adjustments as needed to ensure that the project meets your needs and goals.
What opportunities are there to scale up the retainer based on our needs?
It's important to have a clear understanding of what opportunities there are to scale up or down the retainer based on changes in your business needs or marketing goals. Often, there are little-to-no restrictions when it comes to scaling up. You’d just need to have a conversation about adjusted timeframes.
How will you stay up to date with changes in our industry and adjust our marketing strategy accordingly?
A good agency should have a commitment to ongoing learning and staying up-to-date with changes in your industry, and be willing to adjust your marketing strategy accordingly to stay ahead of the curve.
By asking these questions and establishing clear communication and expectations, you can get the most out of your marketing retainer and ensure that your partnership with the agency is successful and results driven.
