My guest on the show today is the incredibly talented, creative genius Sandy McKinley of Acre of Roses, a spell-binding flower filled retreat in the small town of Trentham, Victoria. With roots as a rose farm, Acre of Roses has evolved to become an internationally recognised accommodation spot for weekends away, intimate elopements, and immersive experiences.
In this episode, Sandy and I chat about the way she approaches marketing, how she looks at making investments in her business, the strategies and approaches she takes when it comes to customer experience, and her continuous dedication to evolving her business. Sandy shares her philosophy of community, connection, and collaboration and keeping true to her vision of being a custodian of the land.
Sandy talks about being customer centric and how every decision she makes in her business is underpinned by this focus. She walks through a typical customer journey upon arrival at Acre of Roses and how each detail was thought out to flow with her client’s needs as they change and grow. Trust me, you need to go experience this for yourself!
Sandy is constantly learning and continuously evolving her business to stay ahead of the curve. The way she approaches business and creates based on her customer and the ongoing shifts in their lives is so intelligent, thoughtful, and inspirational.
TOPICS DISCUSSED AND WHERE TO FIND THEM:
[3:30]: Working with Emily was one of the best decisions Sandy made and having the right team is the key
[5:00]: Identifying your strengths and weaknesses, being open to change and being flexible to adapt to new ways of marketing
[6:30]: You have to have a strategy but it’s also a living and breathing thing. Sandy’s journey started out as a linear understanding of social media marketing but she has learned that it’s more like becoming a juggler
[8:00]: Sandy’s view is that we are custodians of the land and that the biggest gift she has is to share it with others
[9:40]: Sandy’s journey going from the rose farm to accommodation, events, elopement location and featuring in publications,the way her business has changed and her long term approach in joining with Emily
[12:50]: Don’t fight that your business isn’t what it was but understand that you need to morph in order to survive. It’s about community, connection and collaboration and looking at what your target market really wants.
[14:30]: How everything Sandy chooses is in alignment with her values. The visuals underpin everything and Sandy spends 3 times more on marketing than other people but the returns far outweigh the costs
[17:30]: A lot of businesses haven’t adapted or thought about their ideal customer but Sandy has done a great job of constantly evolving. It’s about being customer centric.
[21:20]: Sandy talks us through a typical customer experience at her accommodation, the discovery packs, how they curate an experience for people and the takeaway discovery boxes.
[25:00]: It’s easier to look after an existing client than to onboard a new one. Sandy loves the idea of having 100 regular guests so she can understand their nuances and be able to transform them.
[27:30]: Sandy is currently working on a 3 day self guided wellness experience