case study: Cobbles and Clay

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Cobbles & Clay is a cafe and pottery painting studio on Haworth’s Main Street in the heart of Yorkshire’s Bronte Country. After eight successful years in business, owner Jill lovingly renovated and moved into new larger premises to meet customer demand and compete with new creative and foodie businesses that had opened up in the tourist hotspot, attracting an ever more discerning visitor. She wanted to ensure that her online presence matched the new and improved customer experience, whilst retaining the friendly, high quality and unique offer that loyal customers were used to.

Standing out from the crowd

After getting under the skin of the business, we felt that it could be working harder at showcasing what makes Cobbles & Clay different from other places to eat, drink, shop and do creative activities in Haworth and surrounding areas. There seemed to be some misconceptions about what they had to offer, with some thinking it was just a place for pottery painting with kids, and others seeing it as just a place to eat. It was also clear that most people weren’t aware of extras such as the fact that it is fully licensed, has private function space and serves a wide range of high quality food including vegan, vegetarian and gluten free options. We also spotted a missed opportunity to cross sell to people who had to return to pick up pieces of pottery once they had been glazed in the kiln.

Staying front of mind

We developed a content marketing strategy designed to keep Cobbles & Clay ‘front of mind’ with locals and tourists alike, driving repeat business and increasing per head spend by offering new and exciting reasons to visit. A key part of this was project managing the design and build of a simple new website to give us a platform from which to publish ‘owned’ content that we could drive fans back to.

Our focus was on recreating the customer online, monitoring and managing all customer engagements across Facebook, Twitter, Instagram and TripAdvisor on a daily basis and sharing regular visual, engaging and shareable content designed to spark inspiration and conversation amongst key target audiences. Online PR, reaching out to influencers, bloggers and reviewers provides third party endorsement for the discerning tourist.

Tapping into key local events as well as coming up with ideas for collaborating with other brands on special events has been important for driving footfall from new customers. Regular visits to the cafe and shop and a What’s App group kept us in touch with the team and up to date with what was going on on a daily basis so that online content felt active and ‘live’.

Cross selling the gourmet food produce on sale to existing and new customers also increased revenue and packed out evening events such as a gin tasting evening in collaboration with Masons Yorkshire gin which created a new revenue stream.

As a result:

  • Cobbles & Clay moved up the Trip Advisor ranking for places to eat in Haworth from 23rd to 5th
  • traffic to the website increased three fold with over 1,000 sessions by over 900 users viewing over 2,000 pages per month
  • we built a loyal following of over 800 fans on Instagram from scratch with most of the visually appealing content being user-generated by customers themselves, regularly attracting new customers
  • engagement on Facebook and Twitter dramatically increased (tweet impressions per month went from 1,000 to a peak of 31,000!) with many customers commenting that they visited as a result of something they’d seen on social media
  • business is booming and Cobbles & Clay is widely regarded as the ‘go to’ foodie/creative destination in Haworth for tourists and locals
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“Haworth's Main Street is a great location for my cafe/pottery painting studio but there is tough competition for attracting visitors and locals. There is no way that I could keep on top of all of my social media accounts, respond to customer queries and reviews online, make sure that my brands are visible with the right audiences, stay 'front of mind' with existing customers and project manage the build of new websites while running my businesses seven days a week! Engage Comms take all of this off my hands and add huge amounts of value with their expertise and insight into how we can constantly improve the customer experience. Because of their ongoing efforts, we see a consistent increase in footfall and spend.”

Jill Ross, Owner
Cobbles and Clay

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