A major outdoor retailer offered a high-profile seasonal marketing package, but the price tag was steep. Rather than treat it as a fixed cost, we looked at the bigger picture: how could this investment do double duty, supporting the immediate moment and setting up a strategic product launch?

Through negotiation, we cut the investment by 40% while adding more value on top, including social support and product placement in the retailer's own promotional materials. We redirected the savings toward launching a new product, and that placement-built momentum straight into the next season, including a 10% increase in the new product's buy year over year.

RESULT: $105K in additional marketing value negotiated