Retainer Conversion Strategy — LaMarie Beauty
Overview
LaMarie has been operating as a project-based client. The goal is to convert them to a full retainer relationship. A contact transition at LaMarie creates a timely opening to reset the relationship and propose a new engagement structure.
See [1] for full client context.
Current Situation
- LaMarie has been engaged on a project basis, not a retainer
- Katie (the existing primary contact) is going on maternity leave
- A new contact (also named Katie per meeting notes) has stepped in and attended a recent call
- Melissa has an existing relationship with Lisa, who has stepped back from the LaMarie account but remains a contact via other work (JBF)
- The broader team believes LaMarie is one of the more reputable, quality operators in their space, with strong underlying demand — making them a good candidate for ongoing marketing investment
Opportunity
The contact transition is a natural reset point. Building a strong relationship with the incoming contact before expectations are set gives Asymmetric leverage to propose a new engagement model from a position of goodwill rather than renegotiation.
Proposed Strategy
Relationship-First Approach
- Melissa to prioritize building rapport with the new Katie contact
- Separately, pursue a lunch with Lisa to strengthen the senior relationship and explore what LaMarie leadership actually wants from a marketing partner
- Avoid leading with a hard pitch; let the relationship open the door
Proposed Engagement Model
A risk/reward structure designed to lower LaMarie's perceived risk while creating upside for Asymmetric:
| Component | Detail |
|---|---|
| Base retainer | Small monthly fee (amount TBD) |
| Performance component | Percentage of leads generated |
| Framing | Risk-free / performance-aligned |
This model acknowledges that LaMarie may be hesitant to commit to a full retainer without proof of ROI, while giving Asymmetric a path to higher revenue if results are strong.
"Even if we have to say we're willing to do it on a relatively small retainer, but what we want is a percentage of the leads they get — a risk-free solution." — Mark Hope, 2025-10-29
Action Items
- [ ] Melissa — Email Lisa to schedule a lunch and explore the relationship informally
- [ ] Melissa — Continue building rapport with the new Katie contact through ongoing project touchpoints
- [ ] Melissa + Mark — Define the specific retainer amount and lead percentage before any formal proposal is made
Related
- [1]
- [2]