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traders’ newsletter
CAMBERW ELL TRA DE R
S AS
SOC
IATION NEWS
UARTER 2022 Q T S R FI
In this issue A year in review Marketing update
CamberwellShopping
CamberWELL-BEING
camberwellshops
Business resources
camberwellshopping
A letter from the president Dear fellow traders and professionals, I hope you have all had a good start to the year. While I hear many of us had a healthy Christmas trading season, the sudden spike in the Omicron variant in January and ongoing staff shortages has been challenging. But if the past couple of years have shown us anything, it’s that we are resilient and we have found ways to bounce back. I am sure we can approach this year with the same attitude. In positive news, the Australian Retailers Association released some interesting data which showed Australian retail sales were up by 4.8 per cent in December 2021 compared to the same time last year. The data, provided by the Australian Bureau of Statistics (ABS), also showed that Victoria was the leading state for sales growth, which rose 6.5 per cent compared to the year prior. This is promising news which I hope marks the start of our recovery as we adjust to trading in this ‘new normal’ environment. In this newsletter we’ve highlighted key marketing opportunities coming up like Easter and Mother’s Day, and finally we can once again put on our annual
CamberWELL-BEING health and fitness event. This event helps to promote the many businesses in this category, of which we have over 100 in Camberwell Junction, and creates a fun experience to entice customers to the precinct, so we urge you all to get involved and help advertise the event. You will find the Trader Portal on the camberwellshopping.com.au website the best way to stay informed about relevant and reliable information for businesses, including government and local news, grants, support programs, workshops as well as copies of our printed newsletters and links to local council initiatives. The traders’ association can also help promote your business on the website and via our online resources. We can reach people outside of your database, so use the association’s leverage whenever you can. Send your specials and offers via email to: info@camberwellca.com.au Have a great Easter and stay well. Regards, Henk Kelly-Kobes President, Camberwell Centre Association
NEED IDEAS? Here’s how your business can get involved: • Organise an activity, event, demonstration or special guest for the day. • Offer a free session or class on the day to introduce your business to new customers. • If your business runs private classes or consultations, host an open day to give people a taste of what your business offers.
CamberWELL-BEING returns this year to support and promote the health and wellness businesses in the Camberwell shopping precinct. Held on Saturday, May 21, CamberWELL-BEING is a fun day that invites shoppers to register and follow the Wellness Trail for their chance to win some great prizes. Customers will collect their branded sports bag from our HQ event booth on the day, which will include a trail passport. Entrants will follow the trail to discover what’s happening in the participating businesses and get their passports stamped. When customers return to the booth with a stamped passport, they can enter the Wellness Trail competition for a chance to win one of the many prizes donated by our traders. Being a part of the trail is a fantastic opportunity for traders, who can tell potential customers about their products and services and entice them back with special offers.
• Create a special offer on your products and services like a discount or a ‘buy one, get one free’ deal on the day or during the months of May and June. • Give away free samples, such as a taste testing of health foods or a sample of a cosmetic product. Consider offering vouchers to bring people back into your store. • Hire promotional staff to engage trail walkers at your business or roam the precinct and invite guests into your business. • Provide gifts, vouchers, or products for inclusion in the official event sports bags. 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
Marketing snapshot: A YEAR IN REVIEW
Despite facing further lockdowns in 2021, our marketing activity was still successful and allowed us to engage with our audience. Some highlights included our Christmas Family Day where Santa did laps around the precinct in a motorbike sidecar. This was complemented by roving musicians and entertainers to give the precinct a festive atmosphere. We refreshed our food and dining campaign following its success the year prior, to ensure our restaurants, cafes, and eateries were well promoted throughout lockdown periods. We also managed to take several campaigns online, including a virtual experience of Camberwell on Canvas, and maintained production of The Camberwell Citizen. Sustained marketing of the precinct is valuable to all traders, as it allows us to attract people to Camberwell Junction for shopping and services.
HERE’S A SNAPSHOT OF MARKETING ACTIVITIES COMPLETED IN 2021: ✓ Produced promotions, including advertising and competitions, for New Year, Valentine’s Day, Easter, Mother’s Day, food and dining, Father’s Day, Camberwell on Canvas, and Christmas ✓ Created and advertised 3 x seasonal campaigns (autumn, winter, spring) to showcase traders and the precinct, incorporating video, editorial, social media, competitions, and digital advertising ✓ Created and distributed 12 x detailed monthly newsletters to our email database ✓ Created unique content including ‘Meet a Trader’ articles, and guides for seasonal fashion, back to school, food and dining, Black Friday, and Halloween ✓ Ran digital versions of our Business Forum events (free for traders) ✓ Produced 3 x issues of The Camberwell Citizen newspaper with 30,000 copies of each issue distributed to local homes, shops, and key locations ✓ Produced 12 x SEO articles to improve our online profile and search engine performance ✓ Refreshed the ‘What’s on the menu?’ campaign to highlight food and dining category ✓ Produced numerous COVID-19 articles and resources to keep traders informed of governmentdirected changes and updates ✓ Advocated and petitioned for traders at local council on key matters such as parking, dining parklets, and support during COVID-19 trading restrictions ✓ Delivered regular updates to traders including quarterly email and print newsletters.
Our online marketing activities continue to yield strong results. Here’s a snapshot of Camberwell’s digital audience numbers: • More than 8,200 email addresses in our subscriber database • More than 151,600 visits to the websites over the past year • More than 8,700 followers on social media
The Great Camberwell Easter Hunt
As part of our Easter promotions, we will run The Great Camberwell Easter Hunt competition. The competition, which runs annually, encourages people to find the golden eggs hidden on posters in shop windows around the Camberwell Junction precinct for a chance to win a $200 shopping voucher. The more golden eggs that entrants find, the more chances they will have to win, which incentivises people to visit as many shops as possible. The competition is supported by digital advertising and social media activity. This year we will also have the Easter Bunny visit the precinct to meet and greet shoppers, and to share goodwill for the holiday season. Traders can make the most of this opportunity by having photos in-store or in the precinct with the Easter Bunny.
Proposed car park under review Boroondara Council recently sought community consultation on a proposal to build 90 additional car parking spaces by adding a level on top of the existing council-owned Junction West multi-level car park in Camberwell, funded by the federal government as part of their Urban Congestion Fund. The car park is designed to keep the existing 290 car parking spaces, add approximately 87 new car parking spaces, and
Business resources and support We’d like to remind you about the many resources and business support channels available to assist you in operating your business, including: • Trader Portal: Be sure to check the Trader Portal on our website for regular news and updates in relation to COVID-19, trading advice, support services, grants, rent relief schemes, government notices, and more. Visit: camberwellshopping.com.au/cca-association-news • Free webinars: There are regular webinars and workshops listed on the Camberwell Business
relocate about 14 on-street car parking spaces from the council-owned Harold St car park which will improve pedestrian safety and connection. These additional car parking spaces have the potential to benefit community members who commute by train or tram, as well as visitors who want to shop, dine and explore the Camberwell Junction area. The council is now reviewing consultation findings and, following a meeting in late March, will progress discussions with the government about the funding offer.
website. Many of these are free and cover a range of topics including business operations, bookkeeping, marketing, sales and more. Visit: camberwellbusiness.com.au • Business Victoria: The Victorian Government offers a comprehensive website which includes a range of valuable information and advice for running your business. Find COVID-19 business information, tools and templates, guides to grants and programs, as well as links to mentoring and workshops. Visit: business.vic.gov.au • Australian Retailers Association (ARA): The ARA is Australia’s oldest, largest and most diverse retail body. Representing more than 100,000 retail shop fronts, the ARA informs, advocates, educates, protects and unifies independent, national and international retail members. Their website has helpful resources and guides. Visit: retail.org.au
Marketing calendar
Networking events
What’s coming up?
Meet other traders, professionals and community members to share ideas and issues.
MARCH
TRADER AND BUSINESS FORUMS
✓ Camberwell Business Forum (March 29)
The Camberwell Business Forum will return this year, with our first event due to take place at a physical venue on Tuesday, March 29. The session will share tips on how to create new leads for your business.
✓ Autumn campaign (March – May) ✓ Easter promotions begin, including annual Great Camberwell Easter Hunt
APRIL ✓ Autumn campaign (March – May)
Visit camberwellbusiness.com.au to secure your spot. The Camberwell Business Forums offer local businesses a great opportunity to meet and network. Drinks and nibbles will be provided. Guest speakers and topics for future events will be posted on camberwellbusiness.com.au. Events are FREE for Camberwell traders or $25 for non‑members, unless otherwise stated.
✓ School holidays (April 9 – 25) ✓ Easter (April 15 – 18) ✓ Anzac Day (April 25)
MAY ✓ Mother’s Day (May 8) ✓ CamberWELL-BEING (May 21) – Family event to celebrate health and wellness businesses in precinct
THE CAMBERWELL BUSINESS CLUB The Camberwell Business Club events have returned. The club meets every Monday for lunch (from February to December), from 1pm – 2pm sharp at Deco cafe, and features a guest speaker. It costs $25 for casual attendance or membership packages are available. It’s a great chance to get out of the (home) office and meet fellow business operators over a light lunch. Details: camberwellbusinessclub.com.au
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 use it too. If your business deals directly with the public or works with other small businesses, please let us know. We can create a web page for you at no cost. 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 also help promote it for free. Send info to: info@camberwellca.com.au
TRADER PORTAL Please see our Trader Portal tab on the website for helpful advice for rent negotiations, mediation, business and mental health support programmes available to you. camberwellshopping.com.au/cca-association-news
Shop news Catch up with new businesses, store moves and other news. BEST 1 OF A KIND
Shop 14, Camberwell Arcade, 600 Burke Rd A recent addition to the Camberwell Junction precinct, Best 1 of a Kind offers a variety of natural preserved dried flowers and gorgeous arrangements made up in vases or pots.
BURGERS & BREW
736 Burke Rd New to Camberwell Junction, Burgers & Brew offers a menu of quality flame-grilled burgers, as well as sides like chips, BBQ wings and onion rings. Their ‘brew’ range includes craft and lager beers, as well as cider.
CRIMSON COFFEE
716 Burke Rd Crimson Coffee is a small espresso bar that focuses on speciality coffee and high-quality patisseries. The newly opened business sources coffee from different coffee roasters and roast their own to bring the best experience to the local community.
COMMITTEE MEMBERS PRESIDENT Henk Kelly-Kobes Dymocks Bookstore 9882 0032 VICE PRESIDENT Ray Orr Mail Boxes Etc 9813 2200 TREASURER Daniel Piciocco Aintree Group 9851 7933 SECRETARY Bev Wooffindin Camberwell Secretariat 9813 2707
MEMBERS Wayne Chen The Gift Bargain Store 0433 159 949 Natalie Daw Helloworld Travel Camberwell 9963 1280 Neil Earle Earle & Company 9882 0233 George Keskerides Terry White Chemist 9882 6655 Chris Risteski Column Financial Solutions 9859 8214
If you would like to become a member of the association or take a role on the committee contact the president to discuss.
IMPERIAL DENTAL
220 Camberwell Rd Imperial Dental has arrived in Camberwell Junction and offers a diverse range of dental treatment and oral hygiene services including general, cosmetic, orthodontics, dental implants and preventative family dental care.
WEEKLY MEETINGS
MARAL MELBOURNE
Our weekly meetings are currently on hold. However, all traders are welcome to contact precinct manager Kerry Daly to discuss any marketing or relevant issues. Call (03) 9813 4190 or email kdaly@camberwellca.com.au
O’HENRY BIG & TALL MENSWEAR
STAY INFORMED
618 Burke Rd New to Camberwell Junction, Maral Melbourne sells handmade leather wallets, shoes, belts and more. 969 Burke Rd O’Henry Big & Tall Menswear offers the best possible shopping experience for the bigger man – to show him that shopping for big men’s clothes need not be an arduous chore, but something that can be done in a relaxed and comfortable way.
OPSM
586-590 Burke Rd OPSM has refurbished its Camberwell Junction store and now has a fresh new look. Pop into the store to book an eye test and to access their range of glasses, sunglasses and contact lenses.
PRICELINE
592 Burke Rd Priceline Camberwell has undergone an exciting renovation and will reopen as Priceline Pharmacy Camberwell, but don’t expect a regular pharmacy. More details to be revealed soon.
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, Camberwell Place, 793 Burke Rd Camberwell VIC 3124 Phone / Fax: (03) 9813 4190 info@camberwellca.com.au
