Today’s Guest blog interview is with a past client of Pursuit’s – Sandy Cummins. We worked with Sandy and her team when they launched a business in the beautiful Daylesford region of Victoria, Australia.
We’ve stayed in contact over the years and I was thrilled to have Sandy’s contribution towards our guest blog series.
So, Sandy, tell me a bit about your new venture.
Sandy: We are floral artisans, embracing the perfect imperfections of nature to bring the scents, colours and wayward stems of naturally grown old-fashioned fragrant roses, herbs and foliage. With nearly 2000 rose bushes we supply cut roses to others and produce our own lavish arrangements. Our arrangements tell a story through the secret language of flowers sourced, foraged and grown locally, ethically and sustainably on our picturesque property in Victoria’s pretty little country village of Trentham, in regional Victoria.
Oh my goodness, that sounds like the perfect way to tell a story! Can you tell me a bit more about the process?
Sandy: Our heritage roses are garden grown with minimal intervention with the help of bees, compost, sunshine and rain. Our full romantic blooms show the true colours of gentle natural agriculture and have heady scents, twisting stems and the occasional spot. As nature intended.
How very eco-friendly and what a great selling point!
For those who don’t know, how did you use PR for your previous business?
Sandy: In a prior floral business, we used PR for a product launch to create brand awareness.
So I’d love to hear, what do you believe are the benefits of PR?
Sandy: Integrated PR strategies provide both short and long-term opportunities.
I think this is so true, so many time, people are only aware of the results that come via securing media coverage, however deeper than this, is the relationships with media contacts and the long-term benefits of this relationship. Anything else?
Sandy: Building brand/product awareness is crucial and takes time. The investment in PR v. traditional advertising provides much more value for money.
I agree Public Relations is one that takes time and is all about building brand awareness over time.
If a mentee walked up to you and asked for your advice and you only had a few minutes to give ‘em your best tip, what would it be?
Always have an integrated strategy, continuously innovated and reinvent yourself and be true to your brand, walk the talk – as authenticism is pivotal.
Define “Success”
The realisation of a dream which can be happily shared with others.
With “Success” in mind, what’s on your “work-plate” now?
A while ago, I stumbled upon an inspiring and informative book by investigative journalist Amy Stewart called Flower Confidential. It described the global floral industry today and the perils to both humanity and the land of the large-scale commercial flower industry. Amy’s book was to floristry a little like what the film “Food Inc” was to the food industry. So, in my mind, the seed was sown; a vision to establish a “slow” flower movement in Australia – local, seasonal, heritage varieties, grown collaboratively by local land-owners with a similar philosophy using sustainable practices. A flower farm consortium – was the ultimate dream! “Consortium Botanicus” is now the reality. Consortium Botanicus encourages flower farmers, farmer-florists, and florist-designers right across Australia to join via their website www.consortiumbotanicus.com.au Membership is free and the momentum is building!
Well done! That sounds fab, lets hope others follow suit, do keep us updated!
Sandy, is there anything you’d like to share with us about upcoming projects (even a hint?)
Sandy: Our new bespoke accommodation launches very soon which provides guests with an immersive spa style experience combining our rose, herb and flower beds, local artisanal culinary delights and a level of comfort and style enabling true relaxation and rejuvenation.
Finally, if you wouldn’t mind indulging us here, how did Pursuit Communications benefit your business?
Sandy: Pursuit Communications provided extensive media opportunities as well as assisted in the strategy and execution of a major launch event in regional Victoria. Compiling goody-bags, assisting with speeches and media relations – the activities Pursuit undertook assisted with the launch activity.
Thank you, Sandy, for your time and I’m thrilled that we’ve stayed in touch long after the campaign we worked on with you finished.
Interested in finding out how Pursuit can assist your business in 2018?
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