How to Win a Retainer With a Brand or Business Client
How photographers can pitch and win an ongoing retainer relationship with a brand or business client, rather than one-off project work.
Winning a retainer means pitching an ongoing relationship, a set number of shoots or hours each month, rather than a single project, which typically works best once you have already delivered strong one-off work for that brand or a similar one.
Why retainers appeal to brand clients
A brand needing regular content, product shots, team photos, social content, benefits from a consistent photographer who already understands their style, rather than briefing a new person for every project.
Building the pitch
Show the brand what a consistent monthly volume of content would look like, and price it as a retainer rather than itemising individual shoots, which is easier for a business client to budget against.
When to pitch a retainer over one-off work
Once you have delivered at least one strong project for a brand and have a sense of their ongoing content needs, that is usually the right moment to propose an ongoing arrangement rather than waiting to be asked.
Frequently asked questions
When should I pitch a retainer instead of a one-off project?
Usually after delivering at least one strong project for a brand, once you have a sense of their ongoing content needs and they have seen your work.
Why do brands prefer a retainer over individual bookings?
It gives them a consistent photographer who already understands their style, rather than briefing someone new for every project, and it is easier to budget against.
How should a retainer be priced compared to individual shoots?
As a monthly rate covering an agreed volume of content, rather than itemising each shoot separately, which is generally easier for a business client to plan around.
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