Camberwell Traders Newsletter - Q3 2019

traders’ newsletter CAMBERWELL TRADERS ASSOCIATION NEWS

CamberwellShopping camberwellshops

THIRD QUARTER 2019

IN THIS ISSUE The Annual Camberwell Dinner Party

CamberwellShoppingAU

Christmas promotions

CamberwellShops

The Camberwell Citizen advertising offer

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Marketing update

A LETTER FROM THE PRESIDENT Dear fellow traders and professionals, Retail has been difficult for the first half of 2019 for most businesses, however we now head into the busy part of the year. Our vacancy rate increased marginally in the new financial year, but a number of those vacancies are under offer and will hopefully attract exciting new retailers to the precinct.

The changing retail mix of Burke Rd is reflected in many other retail strips too. According to the recent article in The Age, Suburban Shopping Strips Fight Back, the number of service retailers and food and beverage businesses has been rising across Melbourne’s shopping strips.

Fitzroys director David Bourke said there had been a broad lift in the proportion of service retailers across the surveyed shopping strips between 2018-19, with 26 strips showing an increase. In Fitzroys’ previous surveys, food and beverage tenants have increased too.

“People love their local villages. Melbourne’s iconic retail strips continue to reinforce their position as the heartbeat of their local communities,” Bourke said. The article also showed that Camberwell fared quite well in terms of Melbourne shopping strip vacancy from 2017 to 2019.

MARKETING SNAPSHOT It’s a busy time for Camberwell shopping precinct, with Father’s Day and winter seasonal promotions coming to an end and the spring trading period ramping up.

The winter campaign, which included a branded promotional video, showcased all the things to do in Camberwell shopping precinct during the cooler months. The campaign ran advertisements and editorial, with an article on top winter activities to try in Camberwell and a series of fashion articles pointing readers to local stores where they could find the latest trends. A winter competition gave visitors a chance to win $1000 to spend in Camberwell however they wanted. The winner will be announced soon.

Our Father’s Day campaign just wrapped up and the winner will be announced soon. For this year’s campaign, entrants were asked to tell us their best (or worst) dad joke for the chance to win $200 to spend in Camberwell.

Our spring promotions are in full swing now, showing off the Camberwell shopping precinct as the place to be this spring. The new seasonal campaign will feature a competition and a promotional video, supported by advertising and editorial.

Camberwell Shopping’s digital audience continues to grow, with increased users across our website,

Our manager Kerry Daly attended a Mainstreet conference in August, where speakers reported that the future of shopping strips was bright, as people continued to seek social interaction and authentic experiences alongside the convenience of online shopping. Small business operators can offer better connections than corporates and big malls, so it is more important than ever to offer exceptional and friendly customer service while getting involved with the community.

Like our other community events, our new food promotion The Annual Camberwell Dinner Party is a great opportunity to do this. Food retailers can provide special offers and run events in their businesses that we can promote, with the Saturday (September 7) night event hosting a local community party with street performers and interactive projections unique to us.

Remember to send Kerry your special offers and news all year round. We can share this with our growing database and social networks to reach people who want to shop locally. These customers want something different, unique experiences and to be treated differently to what they get elsewhere. The retailers who are doing this are the ones that are doing the best in this economic climate.

Henk Kelly-Kobes President, Camberwell Centre Association

social media platforms and email database. Digital activity remains a key low-cost marketing activity in our mix and continues to yield excellent results for the shopping precinct.

Here’s a snapshot of Camberwell’s digital audience numbers: • About 6,800 email addresses in our subscriber database • More than 133,000 visits to the websites over the past year • More than 7,500 followers across social media.

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THE ANNUAL CAMBERWELL DINNER PARTY UPDATE This new event is on now. The Annual Camberwell Dinner Party was designed to promote the food and food-related businesses and replaces Dine In Dine Out for 2019. We have taken the most popular elements of DIDO and created a new event to support this large category of retailers.

Customers loved the community event (especially the After Dark Jazz Park) and retailers loved the opportunity to champion Camberwell’s extensive food offering and promote their specials to attract people to their business. However, the infrastructure costs to operate the event were getting too expensive and council and security restrictions were becoming frustrating, in addition to limited trader engagement and carpark issues.

So, the Annual Camberwell Dinner Party was designed to combine the month-long food promotions via our marketing and a dedicated website camberwelldinnerparty.com.au. It also created a special night for a community event to bring people to Camberwell and create a unique experience.

The promotion is underway with the website and advertising now running. You can still send us recipes, offers and events that are running between August 19 and September 15 and we will promote these on the event website.

On Saturday, September 7, the Camberwell Fresh Food Market is holding a special market day event during the day while our evening event, A Night in Camberwell, will run from 6pm to 10pm. The theme is Art Deco 1920-30s vibe, and you may have already seen the unique artwork we are using for the promotion on the tree surround posters in the street.

Street performers and musicians will rove along Burke Rd and across the junction to create a party atmosphere. There will be dedicated areas where

projection units will show interactive projections that customers can be part of.

There are also roving projection operators and promotion staff situated at the top of the hill and across the junction. They will greet visitors and suggest dining venues to those who haven’t made advance bookings and let them know about special events held by participating businesses.

THERE IS STILL TIME TO CREATE A SPECIAL EVENT IN YOUR RESTAURANT We have access to local musicians and dancers who could be available. You could create a themed evening or special menu for the night, just remember to let us know so we can share your promotions with visitors.

Additionally, you could give our promoters vouchers to hand out that could be used for future visits.

This promotion is well advertised. Campaigns will run on radio stations 3AW and Smooth FM, while a digital campaign will target people who have attended our previous events, as well as the broader community.

There is also advertising and professional articles about hosting dinner parties and food options in Camberwell with links to our businesses. The Eventbrite page has already received bookings from people keen to commit to this free event.

The event has also been advertised in the independent lifestyle newspaper, The Camberwell Citizen. A total of 30,000 newspapers were produced and distributed in Camberwell and surrounding suburbs recently, with extra copies available to stores.

We also have event flyers if you would like to help spread the word and support this Camberwell traders’ event.

For more information about the Annual Camberwell Dinner Party, visit: camberwelldinnerparty.com.au

Christmas Promotions

CAMBERWELL PLACE LANEWAY UPDATE The renovations of the laneway between Camberwell Place and Burke Rd are on track to finish soon. The laneway refurbishment is part of stage two of the Camberwell Place development.

The refurbishment works will also create four new shops opening to the laneway.

The annual Christmas Family Day will be held on Saturday, December 14 this year and we urge you to think about how you can be involved in this popular event.

Live entertainers will roam the shopping precinct with seasonal cheer, while the tradition of the antique fire truck rides with Santa continues. This is a way for Camberwell traders to thank the local community for their support throughout the year and offers you ways to engage with the locals. Why not hold an in-store promotion to coincide with this day?

We will help promote your offers or events in the centre’s marketing. It’s a great way to reinforce your marketing activities for the event, so please let us know so we can help you to promote it. Email details to camberwell@assemblo.com

POPULAR AUTHORS VISIT CAMBERWELL Running for more than 15 years, Dymocks literary events have brought best-selling authors, politicians and celebrities to Camberwell.

Authors that have featured at the events include Jodi Picoult, Marian Keyes and Matthew Reilly, politicians John Howard and Peter Costello, and TV personalities Kerri-Anne Kennerley and Ray Martin.

Recent events have included Peter FitzSimons, Meg and Tom Keneally, Lynda La Plante, Paullina Simons and Heather Morris.

SECURE YOUR CHRISTMAS ADVERTISING IN THE CAMBERWELL CITIZEN The next edition of Camberwell’s premium lifestyle newspaper, The Camberwell Citizen, is due for publication in December in the lead up to Christmas and New Year sales. Advertising is now open to members of the Camberwell Traders’ Association and ad prices are subsidised for members, making it an affordable option for local businesses. Ad spaces are limited, so get in quickly to avoid disappointment. To book an advertisement in the next edition, call Aaron on 0400 196 533 or email citizen@assemblo.com

Details: camberwellshopping.com.au

REGISTER YOUR CCTV WITH CAMBERWELL POLICE If traders have CCTV set up at their store, Camberwell Police Station would like you to formally register and share your after-hours contact information to help improve safety in the area.

To register, call (03) 9882 0688 or email camberwell‑uni‑oic@police.vic.gov.au

MARKETING CALENDAR What’s coming up?

SEPTEMBER

NETWORKING EVENTS Meet other traders, professionals and community members to share ideas and issues.

✓✓ Father’s Day – September 1 ✓✓ The Annual Camberwell Dinner Party (August 19 – September 15) ✓✓ A Night in Camberwell – September 7 ✓✓ Spring/summer fashion season begins ✓✓ Spring school holidays (September 21 – October 6)

OCTOBER ✓✓ Spring school holidays (September 21 – October 6) ✓✓ Spring Racing Carnival ✓✓ Halloween – October 31

NOVEMBER ✓✓ Melbourne Cup Day – November 5 ✓✓ Camberwell On Canvas

DECEMBER ✓✓ Christmas sales period ✓✓ Summer school holidays (December 21 – January 28) ✓✓ Christmas Family Day – December 14 ✓✓ Christmas Day – December 25

TRADER AND BUSINESS FORUMS Guest speakers and topics will be posted on camberwellbusiness.com.au. Events are FREE for Camberwell traders or $25 for non-members, unless otherwise stated.

Our next Business Forum event will take place on Tuesday, September 10. It will feature founding director of marketing agency Assemblo, James McInerney who will share his insights into the fundamentals of marketing for small businesses. Traders can attend for free if they use the code ‘TRADERS’ at check out. Visit camberwellbusiness.com.au for more details.

THE CAMBERWELL BUSINESS CLUB The Camberwell Business Club meets every Monday for lunch (from February to December), from 1pm – 2pm sharp, 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 office and meet fellow business operators over a light lunch.

Details: camberwellbusinessclub.com.au

✓✓ Boxing Day – December 26

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 Catch up with new businesses, store moves and other news.

AUDIKA Shop 2, rear of 576 Burke Rd Audio Vision has rebranded to Audika and relocated to the rear of 576 Burke Rd. The rebranded store remains focused on helping clients with hearing services and offers free hearing tests for adults over 26 years.

COMMITTEE MEMBERS PRESIDENT Henk Kelly-Kobes Dymocks Bookstore 9882 0032 VICE PRESIDENT Ray Orr Mail Boxes Etc 9813 2200

BLUE ILLUSION 745 Burke Rd Blue Illusion has refreshed their look with an exciting new renovation.

The French-inspired boutique offers a chic collection of fashion apparel, accessories and homewares. Call in to see the new look.

TREASURER Tim Kilham Lanyon Partners Chartered Accountants 8678 3997

BUGSY’S Shop 22, Camberwell Fresh Food Market, 519 - 525 Riversdale Rd Bugsy's, a store dedicated to helping pets maintain optimum health, has opened in the Camberwell Fresh Food Market. They sell products that are clean, natural and chemical free.

SECRETARY Bev Wooffindin Camberwell Secretariat 9813 2707

CAMBERWELL NORTH POST OFFICE 794 Burke Rd Congratulations to Camberwell North Post Office, who was awarded the number one network winner of Australia Post Retail Awards for the third year in a row. The award is based on the retailer’s performance, everyday operation, accuracy rate and customer feedback.

ELEMENTARY SKIN CARE Shop 22, Camberwell Fresh Food Market, 519 - 525 Riversdale Rd Elementary Skin Care has opened a store in the Camberwell Fresh Food Market. The ethically-minded boutique specialises in creating high quality, natural products made free of petrochemical-based ingredients.

MARKET BLOOMS Shop 11A, Camberwell Arcade, 600 - 606 Burke Rd A new florist has popped up in Camberwell. With fresh flowers delivered daily, find the highest quality flowers at Market Blooms.

NEUAUDIO c/o Life Ready, 636 Burke Rd Audiologist Andrew Campbell is now consulting from Life Ready. If you are experiencing difficulty hearing and/or tinnitus, contact NeuAudio for a hearing assessment: 1300 418 852.

NIGEL Ground floor, 691 Burke Rd Nigel has opened at 691 Burke Rd, offering an intimate cafe setting serving delicious ST. ALi Coffee, jaffles and a range of house-baked treats. Open 7.30am - 4pm Monday to Friday.

PETER SHEPPARD CLEARANCE STORE 626 Burke Rd Urban Choice by Peter Sheppard will be rebranded to become Peter Sheppard Clearance Store.

SOUTH PACIFIC HEALTH CLUBS 849 Burwood Rd South Pacific Health Clubs is now operating in Camberwell and offers more than just a gym. With 24/7 access, enjoy cardio machines, reformer Pilates, 8 styles of yoga, HIIT sessions and bodyweight training.

MEMBERS Adam Axon Paper Cut 8376 8628 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.

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, Camberwell Place, 793 Burke Rd Camberwell VIC 3124 Phone / Fax: (03) 9813 4190 info@camberwellca.com.au