TLDR: Retainer model agreements in video production and commercial photography offer consistency, flexibility, and deeper client relationships but come with challenges like managing unused hours and keeping ideas fresh. Whether a retainer is right for your brand depends on your specific needs and how often you require high-quality visual content.
When we first considered offering retainer model agreements at Raised Media Co., we weren’t sure. Locking clients into long-term commitments for video production and commercial photography seemed like a stretch. Fast forward two years, and our tune has changed. Retainers have become a key part of our business, and many clients swear by them. But let’s be real—they’re not for everyone. So, what’s the deal with retainers? Let’s break it down.
The Benefits of Retainer Agreements: Building Stronger Client Relationships
Retainer agreements have allowed us to build deeper, more meaningful relationships with our clients. Working closely with them over time has given us a unique insight into their needs—sometimes even before they know what they want. It’s not mind reading, but it sure feels close. The ongoing nature of a retainer means we’re consistently in tune with our clients’ evolving styles and preferences, making every project smoother and more aligned with their brand vision.
Consistency is another major perk. Remember those times you struggled to match the style of a video from months ago? With retainer clients, that’s a thing of the past. We keep detailed style guides that grow with the client, ensuring that every piece of content we create is consistent and on-brand, no matter when it’s produced.
• We’ve developed a knack for anticipating client needs through ongoing collaboration.
• Consistency across projects is easier with retainer clients thanks to evolving style guides.
• Flexibility to handle last-minute requests is a major advantage of knowing a client’s brand inside and out.
Retainer agreements foster strong client relationships, making it easier to anticipate needs, maintain consistency, and handle urgent requests.
The Challenges of Retainer Agreements: Balancing and Managing Expectations
But it’s not all sunshine and rainbows. Retainers come with their own set of challenges, and the “use it or lose it” dilemma is a big one. Some months, clients barely use their allocated hours, while other times, they need way more than what’s included in the agreement. This balancing act can lead to tricky conversations about unused time or extra fees, and it’s something we’ve had to navigate carefully.
Another challenge is keeping things fresh. Working with the same clients over a long period can lead to patterns that stifle creativity. We’ve had to be intentional about pushing our creative boundaries and bringing new, innovative ideas to the table. It’s an ongoing challenge, but it’s also what pushes us to be better creatives.
• The “use it or lose it” scenario requires careful management of client hours and expectations.
• Keeping creative ideas fresh with long-term clients is essential to maintaining a high level of service.
• Clear communication and setting boundaries are crucial to managing client expectations.
Retainers require careful balancing—managing hours, keeping creativity fresh, and maintaining clear communication are key to success.
So, What’s the Verdict on Retainer Agreements?
Retainer agreements in video production and commercial photography have their ups and downs. On the plus side, we’ve gotten really good at anticipating client needs, maintaining consistency across projects, and handling urgent requests without breaking a sweat. But we’ve also faced challenges—juggling the use of hours, working hard to keep our creative juices flowing, and setting clear boundaries to manage expectations.
Ultimately, whether a retainer is the right fit depends on the client. For businesses that need regular, high-quality visual content—like e-commerce brands, real estate agencies, or tech startups—retainers can be a game-changer. The consistency and deep understanding we develop with these clients make the investment worthwhile. However, for clients with more unpredictable needs or those who only require occasional large projects, a retainer might not make sense.
At Raised Media Co., we’ve learned that there’s no one-size-fits-all solution. We tailor our approach to each client, ensuring that whether they choose a retainer or project-based work, they receive the best possible service.
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Raised Media Co. is a NYC-based commercial photography and video production agency specializing in experiential visual content. We help brands and personalities tell compelling stories through high-impact photos and videos.
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