Cocoa & Thread Case Study
I’d like to introduce you to Shell from Cocoa and Thread. She joined Chromatical Club on the 6th of May 2020 and has seen amazing results since joining. I can’t wait to share these with you.
Cocoa & Thread is all about fun, colourful and comfortable clothing and accessories that you can throw on and feel amazing. Everything is made from ethically sourced materials, most sourced locally. Shell is all about sustainability, quality and making sure that her customers have the wardrobe that they want, which is why she offers the option for her customers to customise their clothing.
Watch this AMAZING video that Shell filmed. It’ll give you a great overview of exactly how Chromatical Club has helped her.
Why did you join Chromatical Club?
I first saw the Chromatical Instagram account when someone I followed shared a post (I'm so sorry, I can't remember who). My first thought was "omg is that a streamer wall?" and of course I had to stalk the account.
I was quickly drawn to Trish's use of colour, wonderful taste in velvet couches and how suddenly marketing seemed a bit less scary.
The first time I heard about Chromatical Club I wasn't really sure what it was or what to think, but I saw more and more accounts I follow mention it and praise it and Trish's geniousness.
As my business was growing, I knew that marketing was one of the next things I really needed to spend my time working on so it seemed like a logical step - I had found a club/program that was filled with people like me, that had simple and effective advice and seemed like a heap of fun.
When Trish advertised that the doors were closing I quickly signed up. And I wish I hadn't waited that long.
What did you hope to achieve from joining?
I hoped to learn more about Instagram, particularly about how to relate to people. There are so many courses around which talk about the algorithm, and I know that is important, but I wanted to know how to connect to the people behind the screen.
Ultimately, I was craving connection with people and I think it's really important to acknowledge that a small biz is nothing without the people that support it.
I also wanted to know what to write besides "here's a new fun dress, please buy it" because that is boring and salesy.
How has Chromatical Club helped you?
Prepare for a long answer here...
Brand - I started Cocoa & Thread knowing that I wanted to make fun clothes and accessories and hoped one day it might turn into a viable career. I don't think I had really thought about what my brand is, my brand voice and what my values are. Since joining the club, I have worked this out and have a much clearer picture of where I want to go.
Copywriting - I don't think I even knew what copywriting was a couple of years ago. The club has taught me about the importance of this and some techniques to show my personality and to know that my personality is who I am and should translate into how I write. I also discovered Anna Rogan through the club and have learnt so much from her through a Copy Collab session.
Community - It's a great way to find other brands and services that I can use to help me on my journey (and also buy some really fun new stuff).
Planning - I love the tips and tricks in the club about planning and storing information. I really struggle to sit down and write about something when I don't know what that something is. But because it's in my calendar I feel like I have to force it.
Entertainment - this might sound a bit crazy, but I love logging in and reading the posts and comments and watching the videos. Not only is it super helpful, but it's all provided in such a real and down to earth way that it's really entertaining.
Has the club helped you more than you expected?
YES YES YES YES YES
I don't think I had many expectations, but I hoped to learn more about how to engage more customers. I didn't realise there were so many ways to do that by being myself.
I feel like I kind of know what I am doing now and I'm not flailing like an inflatable tube man which is a win in my books!
What results have you achieved since joining the club?
I joined Chromatical Club in May 2020. Comparing May data to now, my online monthly store sessions have tripled, I have doubled my number of sales and I've had a significant increase in followers and engagement on social media (mostly Instagram).
I honestly can't work out how to find my instagram growth stats (still a lot to learn!), but I know they have increased significantly.
I have gained so much confidence, I don't see marketing as a big scary thing.
I feel confident to give it a go and learn from what works and what doesn't. I understand what my brand is and how to explain this to others. This gives me a heap of direction - I know what my goals are.
Follower growth since joining Chromatical Club.
Online store session growth. (The grey line is the period before joining the club, and the purple is since joining in May.)
An amazing increase of web traffic from Google Search, Social media platforms, and Direct (where people directly think to go directly to Cocoa and Thread without being directed from another source which shows incredible brand building development. Go Shell!
Do you think you'd be where you are now without the club?
I really don't think so. Sure, I might have increased my sales or followers, but I don't think I would have the understanding I do of my brand and my customers. Those are key factors to the future growth of my business.
How would you put a value on what the club has done for you and your business?
Oh geez that's a tough question! I don't think you can put a price on the value of community.
I was considering other courses on marketing that were way above my budget and I think I am getting so much more out of Chromatical Club.
Purely for the informational content in the club, I think if it was anywhere else the cost would be in the thousands.
When I first signed up, the monthly price per month did scare me a little bit, just because I had been in other paid memberships where I wasn't getting a lot out of it and there's never a lot of spare cash lying around in the handmade world. I honestly believe the price is too low. Trish, you put soooooo much time and effort into everything you do and mix this in with the the guest live sessions and I think you need to charge more!
What part of the club has surprised you the most?
When broken down into chunks, marketing is not that hard!
Having someone show me where to start and some tricks is worth so much. I like to learn and understand things so that I can do it myself (or at least know how to some extent) so I really appreciate that the club offers this.
I mean... one day I'd love to have enough income where I could outsource all of this and spend my days on a tropical island sipping cocktails, but until that day I'd like to know how to do things effectively.
Another thing that surprised me about the club is that the information is all there and I can go back and look at it. Sometimes I just don't have time to absorb the information or take part in the challenges, but I love that I can go back and do this at my own pace later.
I also love how the actions are split into little chunks so I don't ever feel overwhelmed.
What do you love about Chromatical Club?
One of the things I love most about the club is the sense of community. If I have a question, I will get answers from people who have been there, done that and know exactly what my challenges are.
On the flip side, I love that I can be a little bit of help to someone else with something I have learnt along the way.
I like how there is so much information and help, but it's ok (and encouraged) if you try something a little bit different to everyone else.
There's not a templated approach or a "pathway" where you have to start at the beginning and work through every step. It's ok to do a little bit at a time on what are your focus areas.
Lastly, can you tell us a little more about Cocoa and Thread and where we can find you online?
Hi! I’m Shell, a Brissy girl with a love of colour and a skill for creating functional, easy to wear clothes. I am an electrical engineer and after working for a big company for quite a while, I was really sick of wearing the same boring corporate clothing as everyone else.
In my free time I loved to sew and loved wearing my colourful creations on the weekend. But, after about 6 years of doing this, my wardrobe was overflowing. And so a bit over a year ago, Cocoa & Thread was born.
You can find me at:
Website: www.cocoathread.com
Instagram: @cocoa.and.thread
