traders’ newsletter CAMBERWELL TRADERS ASSOCIATION NEWS
CamberwellShopping
WINTER 2017
IN THIS ISSUE
camberwellshops
Marketing Acitivty Snapshot
CamberwellShoppingAU
Dine In Dine Out: Camberwell Food Month
CamberwellShops camberwellshopping
CamberWELL-BEING: Health and Wellness Camberwell Business Website Updates
A LETTER FROM THE PRESIDENT Dear fellow traders and professionals, The run of holidays over April and May have affected retailers this year with Easter, school holidays and Anzac Day making it easy for locals to head away. The eastern suburbs have also seen the launch of Chadstone’s newest extension and the city continues to attract more shoppers than in the past. However, the good news is that some of our vacancies have filled with new retailers including Aldi, opening adjacent to the market. Customers were very excited about this and they definitely bring extra visitors to the precinct. Another new store is Paul Carrol - this footwear retailer has opened their only store outside Perth here in Camberwell. A recent article in Inside Retail Australia magazine says food retailers are driving the vacancy recovery in strips. Read the full article here: http://bit.ly/2qhPHZ6 Camberwell’s vacancies are also being filled by more services, particularly in the health and wellness category. To support this, we have a new promotion
this year called CamberWELL-BEING. Thanks to the businesses that have supported this and been generous with prizes. Other good news is the upgrade to the Burke Avenue car park and Commerce Lane. There will be some short-term pain, but the result will be a fresh new space, better flow of traffic and the creation of additional spaces. Works will continue in stages over the next few months. Plans are on display in the car park. The Camberwell Centre Association also sponsored two author events, Quentin Bryce and Kathy Lette, and both were sell-out events, with over 260 people dining at Georges Restaurant. I hope some of the restaurants will think about hosting special events as part of DIDO, coming up again in August, as events help bring new people to the precinct. See you soon,
Henk Kelly-Kobes President, Camberwell Centre Association
MARKETING ACTIVITY SNAPSHOT It’s been a busy few months of competitions, designed to get people interested in the Camberwell shopping precinct.
Extra entries went to those who spent more than $25 in any Camberwell fashion, beauty or accessories store and uploaded a copy of their receipt to their entry.
To promote the health and wellness category, we will host our first CamberWELL-BEING event. We also ran a competition that asked entrants to share their daily mantra to go in the running to win a health makeover. Thanks to Hypoxi Camberwell, Sprinnt, and Elevation Floatation and Yoga for donating prizes.
The competition received hundreds of entries, with the prize going to lucky winner Helen Ryan. This was supported by a comprehensive editorial campaign on the Style Junction website, which shared articles about fashion and beauty trends. We also ran an advertising campaign to promote this category.
For Mother’s Day we ran an editorial, promoted shop specials and ran a competition that gave entrants the chance to win a floatation experience or a pair of freshwater pearls. Thanks to Elevation Floatation and Yoga and Rutherford Jewellers for donating the prizes.
The Camberwell Shopping audience continues to grow, with increased users across our website, social media platforms and email database.
For Easter, we decorated shop windows with Easter Bunnies, published an editorial and ran our annual Great Camberwell Easter Hunt. Entrants were invited to locate hidden ‘golden egg’ posters on shop windows. The winning prize was a $200 shopping voucher which went to Julian Ryan. Throughout March and April we also ran our annual Style Junction Autumn Lookbook competition. Entrants had to tell us which ‘look’ from the Style Junction lookbook was their favourite, for a chance to win a $1000 Camberwell shopping spree.
Digital activity remains a key low-cost marketing activity in our mix and continues to yield excellent results for the shopping precinct. We experienced record-breaking traffic to the Camberwell websites over April, with 16,759 visits during this period. Here’s a snapshot of Camberwell’s digital audience:
✓✓ More than 4,300 email addresses in our subscriber database ✓✓ More than 130,000 visits to the websites over the past year ✓✓ More than 5,200 followers across social media
Dine In Dine Out Saturday, August 5, 2017 August is food month in Camberwell and we’ll celebrate with our Dine In Dine Out event which promotes local restaurants, cafes, eateries and food stores. If you run a food business in Camberwell this is an excellent opportunity to capitalise on activities and promotions that will take place in August. You can create your own food-related event or promotion in-store to be part of the food month which will be supported by Dine In Dine Out’s major advertising efforts. This activity is designed to bring more people to Camberwell to experience and enjoy food, and is an easy way for you to drive ‘bums to seats’ or ‘dollars to your till’.
WHAT ARE YOU GOING TO DO? HERE ARE SOME SUGGESTIONS: ✓✓
Food and wine/beer matching menu
✓✓
Degustation menu
✓✓
Themed dinner – e.g. pasta night, paella, seafood, fancy dress
✓✓
Entertainment – offer music or belly dancing at your eatery
✓✓
Fixed price dinner or lunch – for the month of August, on set days or times, etc
✓✓
Special guest – feature a chef, sommelier or author at your business
✓✓
Sales offer – sell a particular product, dish or meal deal at a special rate in August.
SECURE YOUR PLACE IN THE DIDO NEWSPAPER We will again produce our official event newspaper which incorporates a program guide, stories about food and local eateries, and other event-related information. A total of 30,000 newspapers will be produced and distributed in Camberwell and surrounding suburbs in the lead up to the event day. If you are interested in advertising in the newspaper this year, please contact James McInerney by phoning 0400 927 193. The deadline to book advertising is June 16. The cost of ads has been partially subsidised by the association for its members, providing a cost effective way to reach new customers.
Dine In Dine Out’s main event will be held on Saturday, August 5, but offers and events can run throughout the whole month and we will promote them on our website.
We’re also on the lookout for prizes for the Taste Trail competition, so please contact us if you’re interested in donating a prize.
All stores can tap into this community event, with many shoppers and local families coming along for free entertainment, tastings and other related activities.
For further information or to find out how your business can get involved, please contact Kerry Daly via email: info@camberwellca.com.au
The Camberwell Trader’s Association recognises the growing health and wellness category within the shopping precinct and we want to promote this to the community through our marketing. On Saturday, June 17 the precinct will hold CamberWELL-BEING, a day that celebrates businesses that offer health and wellness products and services. Customers will be invited to register and follow the Wellness Trail. They’ll collect their branded sports bag from our event booth on the day, which will include a ‘Passport to Wellness’. They then follow the trail to discover what’s on offer and can get their passport stamped at participating businesses. When they return to the booth with a stamped passport, they will receive a code to enter the Wellness Trail competition, for a chance to win one of the prizes donated by our traders. This competition is exclusive to Wellness Trail participants.
YOU CAN STILL GET INVOLVED While the Wellness Trail has already been finalised, there are still ways your business can get involved if it offers health or wellbeing products or services. We’ll be promoting your specials and offers on our CamberWELL-BEING website. You can be as creative as you like!
HERE ARE SOME IDEAS: ✓✓ Run a ‘free trial’ class. If you offer fitness classes, wellness practices or health consultations, offer a free session on the June 17 event day as a way to expose new people to your business. Tell us about this and we can help promote it. ✓✓ Host an open day. Hold an open day to give people a taste of what your business offers. This is particularly effective for businesses that normally run private classes. ✓✓ Offer a special. Run a limited offer on health and wellness products or services during May and June to tie in with the promotional period, or exclusively on the June 17 event day. E.g. ‘30% off’ or ‘buy one, get one free’. ✓✓ Offer free samples. This can include taste testing for food products, samples of cosmetic or health products, or vouchers to get people back into your store. Still struggling for ideas but keen to get involved? Talk to us and we’ll be able to help. Contact Kerry Daly by phoning (03) 9813 4190 or emailing kdaly@camberwellca.com.au
CAMBERWELL BUSINESS REFRESH UNDERWAY Our Camberwell Business website is specially designed to promote our many B2B, corporate and professional services in the Camberwell precinct and we want to make it better than ever. This year we are building an updated, modern site. Designs for a new logo and website have been approved and work is underway. We’ll keep you updated on the progress of the new site. Visit: camberwellbusiness.com.au
MARKETING CALENDAR
NETWORKING EVENTS
What’s happening this year?
Meet other traders, professionals and community members to share ideas and issues.
JUNE
✓✓ CamberWELL-BEING event - June 17 ✓✓ Mid-winter sales JULY
✓✓ Winter school holiday activities and entertainment AUGUST
✓✓ Dine In Dine Out – our ‘food month’ celebrates restaurants, cafes, eateries and fresh food across the Camberwell shopping precinct ✓✓ Dine In Dine Out Food Fiesta - August 5 SEPTEMBER
✓✓ Father’s Day promotion ✓✓ Spring school holiday activities and entertainment ✓✓ Launch of the fashion and beauty Spring/Summer campaign OCTOBER
✓✓ Ongoing Spring/Summer fashion campaign NOVEMBER
✓✓ Camberwell on Canvas – art works featured in shop windows in Burke HIll to support local and emerging artists which includes a prize for best piece ✓✓ Launch Christmas promotions including the annual Where’s Rudolph? competition DECEMBER
✓✓ Continue Christmas promotions ✓✓ Camberwell Christmas Family Day
TRADER AND BUSINESS FORUMS Guest speakers and topics will be posted on CamberwellBusiness.com.au Events are FREE to Camberwell traders or $25 for nonmembers, unless otherwise stated. Events this year will take place on the following dates. Mark them on your calendar:
✓✓ August 22 - Understanding the NBN ✓✓ November 28 - Christmas party
THE CAMBERWELL BUSINESS CLUB The Camberwell Business Club meets every Monday (from February to December) from 1pm to 2pm sharp, with a guest speaker. It costs $25 for casual attendance or membership packages are available. Why not get out of the office and meet fellow business operators over a light lunch.
PROFESSIONAL SERVICE BUSINESSES It is difficult to keep up with new operators in the precinct, particularly those in upper levels, so please keep us informed. The CamberwellShopping.com.au website is not just for retailers - businesses can make use of it too. If your business deals directly with the public or works with other small businesses, please let us know. We remind all businesses to check out CamberwellBusiness.com.au where we post local business events held in Camberwell. If you are hosting a local seminar or event we can help promote it for free. Send info to: info@camberwellca.com.au
SHOP NEWS ALDI 15–25 STATION ST, CAMBERWELL (ADJACENT TO CAMBERWELL FRESH FOOD MARKET) Discount supermarket ALDI is now open in Camberwell and will trade from 8:30am to 8pm, seven days a week. ANYTIME FITNESS LEVEL 1 , 600-606 BURKE RD, CAMBERWELL Anytime Fitness are opening soon and are currently offering foundation memberships. To sign up, drop in or call 0490 759 089. BAROLO TRATTORIA 885 BURKE RD, CAMBERWELL Enjoy a European-inspired menu of antipasti, small plates, main meals and desserts at Barolo Trattoria, a new restaurant in Camberwell. COFFEE MAX 742 BURKE RD, CAMBERWELL Congratulations to Coffee Max for their recent win at the 2017 Australian International Coffee Awards. Their winning blend has notes of caramel, almond, apple and peach flavours, with a dry cocoa finish. Pop into the cafe to give it a try. EATS AT THE WELL LANEWAY AT 793 BURKE RD, CAMBERWELL EATS at The Well recently launched and features pop-up street food vendors. Coffee trader Cafe Panier operates daily, while the eateries rotate regularly. EBONY M 721A BURKE RD, CAMBERWELL (AT THE JUNCTION) A new boutique fashion store, Ebony M, has opened in Camberwell. The store sells knitwear, Italian boots and unique pieces. HAMISH THE PHYSIO 622 BURKE RD, CAMBERWELL Hamish The Physio is new to Camberwell and offers professional advice and management of injury and pain, acute and chronic pain management, sports injury management, and exercise programs. LISTEN TO YOUR BODY 140 CAMBERWELL RD, CAMBERWELL New to Camberwell, Listen To Your Body is a unique group personal training model specialising in programming for each individual, based on their goals and abilities. PAUL CARROLL SHOES 630 BURKE RD, CAMBERWELL New to Melbourne, Paul Carroll Shoes offers a global collection of footwear labels for men and women. As shoe fitting specialists, they offer a unique mix of style and comfort, including a huge range of orthotic-friendly shoes. 70 GRAMS LEVEL 1, THE WELL, 793 BURKE RD, CAMBERWELL (OUTSIDE DYMOCKS) Taste New York style pizza and Melbourne style coffee at pop-up 70 Grams, run by Danny Hachem (formerly of Ebony Quill).
COMMITTEE MEMBERS PRESIDENT Henk Kelly-Kobes Dymocks Bookstore 9882 0032
MEMBERS Chris Risteski Column Financial Solutions 9859 8214
VICE PRESIDENT Matt Walker Grill’d 9882 6211
George Keskerides Terry White Chemist 9882 6655
TREASURER Neil Earle Earle & Company 9882 0233
Ray Orr Mail Boxes Etc 9813 2200
SECRETARY Bev Wooffindin Camberwell Secretariat 9813 2707
Tim Kilham Lanyon Partners Chartered Accountants 8678 3997 Cameron Kinnane Stephens & Miller 9882 3906
If you would like to become a member of the Association or take a role on the committee contact the President to discuss.
WEEKLY MEETINGS All traders are welcome to attend our weekly meetings at Short Black Cafe (761-767 Burke Rd), held every Friday from 10am to 11am. Please join us whenever you can to discuss marketing and relevant issues, over a coffee.
STAY INFORMED The trader’s association sends out monthly email newsletters with current business, news and marketing updates to ensure you stay informed about what’s going on in the precinct. If you are not receiving these emails then we either do not have your current email address or you need to check your spam filters. Please contact us if you are having any issues with receiving the email newsletter.
CONTACT US For further information regarding topics in this newsletter, please contact Kerry Daly Camberwell Centre Association Manager Lvl 1, The Well, 793 Burke Rd Camberwell VIC 3124 Phone / Fax: (03) 9813 4190 info@camberwellca.com.au