CHANNEL 37: – Partners- Decision
Customer’s Perspective
They are looking at the details of your product.
Data Point To Watch
They have performed an action that shows intent to purchase.
Your Goal
Provide details about the product to help the customer make a final decision
Content Topics
Details, differentiate, benefits, proof.
Description
Channel 37 represents partners who refer work to you because they need your services in order to complete their own, or they are selling your services in exchange for a fee or profit such as an affiliate would.
Strategy For Use
Partners at this level work very closely with you, and you are part of each other’s process. This could include a brand designer if you are a website designer, or a graphic designer if you are running ads. It is important to have partners you trust, and produce the quality of work you need for your own brand.
Additional Commentary
If a trusted source recommends you, often the customer will have made their decision before even meeting you or landing on your website. Selecting your partners carefully, and maintaining a strong relationship is important. Making it easy for them to refer you, and also collect rewards, whether that just by feeling good about helping their client, or an actual monetary benefit, you need to make the process smooth.
Channel 37 Superstar: Kirrin Finch Clothiers |
| www.kirrinfinch.comFounder: Laura Moffat
Overview: Kirrin Finch is an inclusive clothing company focusing on menswear-inspired apparel for women. I began wearing men’s clothing at a young age, wanting to cast off the gender expectations of attire. I wore ties and starched work shirts, men’s belts and pants, overcoats and bulky shoes. When I began working in office, I wore pant suits. However, there were not suits at the time that I felt truly shed the extreme feminine. Clothing in the men’s section will not hang or fit nicely on a figure with curves. The emergence of designers and brands that cater to people who want to have a tailored masculine style have changed the fashion landscape. They have made it possible for gender nonconforming people to dress comfortably in gorgeous fitted clothing that gives them the look they want. One such company is Kirrin Finch. In addition to being active on social media, they are using partners to help expand knowledge about their brand. This is done in the form of featuring “Dapper Scouts”. They select public figures or influencers who have an audience, and create a feature article about them that is published on the Kirrin Finch website. There is an exchange of publicity, in that Kirrin Finch publishes links to the Scout’s social media, and the Scout does the same, sharing the article with their audience. Kirrin Finch has 40,000+ followers on instagram, but the combined reach of all of the Scouts that they highlighted is three times that number. |