Make Good

When I sold online advertising and sponsorship at SeniorNet, I would put together an IO (insertion order) that would include the usual elements such as campaign start/end dates, reporting elements, ad specs, cancellation terms, make goods, etc.

A make good is an offer to "make good" what you promised. In other words, if SeniorNet didn't deliver the inventory or views or downloads as guaranteed, we would offer to "make good" on the promise. This usually meant that we extended the promotion or tweaked something because the community wasn't responding to the message.

Often times we enter into partnerships where we are not on the same page and don't deliver on expectations. Other than the obvious of setting objectives up front, what about creating a make good for our partners? Remember, it's usually more cost effective to renew partnerships.