In this ’10 questions with’ post Meltwater had a chat with Gabi Cox, Marketing & Social Media Consultant and Founder of Chroma Stationery.

Having founded Chroma Stationary in 2014 using only £300, Instagram and a savvy influencer marketing strategy, Gabi is an expert in boosting brand awareness and visibility on a limited budget. In the short space of time since Chroma Stationery was established, the brand has featured in the likes of The Telegraph, is supplied to Boots Ltd. and a go-to favourite of big-time influential vlogger, Zoella! Naturally, we’re curious to know Gabi’s insights into the future of marketing.

Q1. How long have you been the founder of Chroma Stationery, and what led you down this path?

I founded Chroma Stationery in April 2014; it was my final major project whilst I was in my final year of Uni, at the University for the Creative Arts. I had worked tirelessly on the brand launch and didn’t want to give it up after I graduated, so I launched a Kickstarter campaign to raise funding for some machinery and my first 1,000 notebooks.

Q2. What’s the best professional advice you have been given?

Whether you think you can, or you think you can’t. You’re right.” I joined a Natwest scheme, Entrepreneurial Spark and this was mentioned. It really highlighted how important mindset is, no matter what you’re doing.

Q3. What inspires you creatively?

Fellow independent business owners and women in business are hugely inspiring. I am part of some amazing online communities of fantastic entrepreneurs and female business owners which keep me going and inspire me daily. I also love a good podcast, my favourites include The High Low & Ctrl Alt Delete.

Q4. Do you have any quirky daily rituals?

A ‘not so quirky daily routine’ is walking my dog. I try to leave my phone at home which helps to clear my head. I sing in my car (where no-one has to hear me) daily to de-stress and I talk to my Mum every day.

Q5. How do you see the marketing industry changing in the next five years?

The industry is changing so rapidly, it can be hard to keep up. I think the use of mobile will continue to be crucial. The values and ethos behind the brand are also increasingly important; customers want to know more and want to see a brand involved in good causes. The use of video is also on the up.

Q6. What is your favourite thing to do, outside of work?

In January I started ballroom dancing and have since become addicted. It’s one of the only times in my week I can completely switch off. I also walk my mini dachshund, Toby and spend a lot of time with friends and family.

Q7. What’s your favourite city and why?

It’s a toss up between Rome and Barcelona. I spent five years of my childhood in Spain so it’s always a special place for me and feels a lot like home. When I visited Rome last year it just blew me away. In the UK, it’s either Bristol or Edinburgh.

Q8. What is your top tip for creating a successful influencer marketing strategy?

Do your research! It is crucial to make sure that the influencers you’re working with appeal to your target audience. Look at their previous work, their social accounts and engagement; it’s also crucial to build a mutual, collaborative, working relationship with influencers.

Q9. What metrics should we measure to understand brand awareness ROI?

It depends on what your goals are. Social analytics are great to measure social engagement and when/ what to post. Google Analytics, as well as “how did you hear about us” pop-ups on our website show whether what you’re doing via your social media marketing is working. Are people clicking through to your site?

Q10. What is your favourite publication or blog to read?

I love anything by writer Emma Gannon. I also subscribe to newsletters by Sophie Carefull Photography & Dolly Alderton.

Interested in learning more about Gabi’s Chroma Stationery influencer marketing technique? Listen to our on-demand webinar with Gabi, “How to Master Influencer Marketing on a Limited Budget”. During the on-demand webinar you’ll learn:

  • How to research and choose which influencers to connect with
  • Tips for building an ongoing relationship
  • How to improve marketing conversions with influencer marketing
  • All about the latest influencer marketing trend “vlogmas” (and how to ride this wave in Q4)

Chroma Stationery