traders’ newsletter CAMBERWELL TRADERS ASSOCIATION NEWS
FOURTH QUARTER 2020
IN THIS ISSUE Christmas in Camberwell Marketing calendar
CamberwellShopping
Camberwell on Canvas
camberwellshops
Marketing update
camberwellshopping
A LETTER FROM THE PRESIDENT Dear fellow traders and professionals, It’s been great to see so many of you back in business since we’ve been able to reopen. There is a real buzz in the streets again. This year has been one of the most challenging times for our community in Camberwell, but I hope we are all able to recover and get back on track for the new year. Despite the hardship, I hope you’ve found opportunities through this time to diversify your business. If you have introduced new or innovative services during lockdown, you could continue them as a way to offer your customers extra value. We are doing this in my business. During lockdown we introduced free local home delivery and call-and-collect services, which we plan to continue into Christmas trade and beyond. It will be important for all of us to consider how we can be more flexible in our business, to counteract the impact of future restrictions or unforeseen circumstances. As we head towards Christmas it is more important than ever to find ways to maximise the opportunity for increased sales. We need to urge customers to shop early so we can better control crowds.
Consider extending your trading hours to allow customers to shop around their working hours. You also have to make plans for easy customer access in and out of your store to manage limits on numbers, have hand sanitation at the entrance, and ensure social distancing. Some stores are putting on a dedicated staff member to manage queues, make separate entry and exit points, or have a rope and stand to control crowds. If you need advice or ideas about marketing contact our manager Kerry Daly. You can also visit the Trader Portal on the Camberwell Shopping website, which has helpful resources like links to download COVID Plans, or hygiene and distancing posters. The traders’ association can also help promote your business so please send your specials and offers via email to: info@camberwellca.com.au I wish you all the best for the festive season Regards, Henk Kelly-Kobes President, Camberwell Centre Association
MARKETING SNAPSHOT During the lockdown period, we continued to market the precinct to promote the businesses that were still able to trade and to keep our customers engaged. We held competitions, promoted Father’s Day, launched a spring campaign, and heavily promoted food traders that were offering takeaway or home delivered meals. The ‘What’s on the Menu in Camberwell?’ campaign allowed us to remind locals how amazing our food offering is, encouraging them to stay local after lockdown when seeking dining options. We also promoted the Shop Local messaging and relayed information as trading conditions changed. Another important initiative we did was establish the Trader Portal on our website. This is a place where traders can find reliable, current information about what was going on during the pandemic. We shared advice about health and safety protocols, business grants, government incentives, rent negotiation, restrictions updates, as well as links to support for mental health. It is also a place to find practical resources like downloadable COVID-Safe Plans, social distancing posters, sanitiser companies, perspex screens, outdoor dining event companies, signage and more. Engaging our community through smart marketing was our priority during lockdown, keeping the Camberwell shopping precinct front of mind and putting us in a strong position when we reopened.
Our online marketing activities continue to yield strong results. Here’s a snapshot of Camberwell’s digital audience numbers: • More than 9,000 email addresses in our subscriber database • More than 115,000 visits to the websites over the past year • More than 8,200 followers on social media
E B R M WEL A C L IN With the festive season fast approaching, our Christmas promotions are well underway.
EDITORIAL AND ADVERTISING CAMPAIGNS
Understandably, we have to do things a little differently this year, ensuring we adhere to limiting large crowds, but we will make the precinct look and feel festive.
Given our strong digital presence, we’re in a favourable position to promote Camberwell precinct as a leading shopping destination this Christmas.
This year we will run two ‘Christmas in Camberwell’ days on the following dates:
Saturday, December 12 (11am – 2pm) Saturday, December 19 (11am – 2pm) On Saturday, December 12, there will be live musicians and entertainers roving around the precinct to create a festive atmosphere. On Saturday, December 19, Santa can be seen doing laps around the precinct in a motorcycle with sidecar, and people can wave to him as they complete their Christmas shopping. We’ll have roving musicians and entertainers active on this day too. Our popular competition Where’s Rudolph? will again return, offering families a fun activity to engage in during the festive season. People can complete the hunt for reindeer posters at a time convenient to them, allowing them to social distance and participate in a safe way. Even though Christmas may look a little different this year, the Camberwell shopping precinct is dedicated to making it a pleasant and joyful time for all. If you’d like to leverage our Christmas promotions and tap into the marketing for this event, we encourage you to run special promotions on these dates. If your business is running any Christmas offers or in-store promotions, remember to let us know what you’ll be doing so we can help promote it via our marketing channels. Email images and details to Kerry: kdaly@camberwellca.com.au
We will have a strong editorial campaign to publicise our Christmas activities and offerings, including online articles, direct email campaigns, animated advertisements, a bespoke Christmas promotional video, and branded updates on the Camberwell Shopping website. This will be supported by a comprehensive digital advertising campaign comprising AdWords, banner ads and social media advertising. We’ll also run some radio advertising to capture an audience beyond the digital platforms, to keep Camberwell precinct front of mind for Christmas shopping.
CHRISTMAS TRADE Camberwell is already looking festive, with Christmas decorations now up across the shopping precinct. We will provide your stores with special ‘holiday trading hours’ posters that you can display in your windows, while flyers will be distributed to 28,000 local homes to keep nearby residents informed about our Christmas offerings. We also encourage you to consider late night trading opportunities close to Christmas, or extended trading hours throughout December to ensure you can make the most of this increased sales period.
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Packed with interesting local stories, the latest edition of The Camberwell Citizen will hit the streets in early December. This premium lifestyle newspaper is widely available throughout Camberwell and surrounding areas, with more than 30,000 copies printed and distributed to local homes, stores and selected drop-off spots.
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during enjoying wineF I N E W I N E Your guide to the summer Your guide to enjoying wine during the summer ON TCH UP PLUS CA NG IN HAPPENI W H AT ’ S WELL C A M B E RP L U S C A T C H U P O N W H AT ’ S H A P P E N I N G I N CAMBERWELL
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CAMBERWELL ON CANVAS Camberwell on Canvas, Camberwell’s unique community art trail, returned this year as a virtual experience. It ran from October 19 – November 14 and showcased the talent of local artists through a digital streetscape. Artists ranging from amateurs to professionals have created works to show their interpretation of the theme ‘What will you embrace after lockdown?’
This year we included a major prize to encourage people to experience the virtual gallery of artworks. Thank you to Helloworld Camberwell and Aussie Home Loans Camberwell for contributing to the prize.
OUTDOOR DINING
HAVE YOUR SAY
As lockdown restrictions ease, some cafes and restaurants in Burke Rd and the Junction will offer more dining options outdoors, along footpaths and in temporary 'parklets'. The parklets will allow businesses to set up trading space in one or two parking spaces at the front of their store. The parklets will be protected and attractive, enhancing the atmosphere of the shopping precinct and welcoming shoppers back to their favourite eateries.
We are preparing our strategy for the precinct and commencing a new five-year marketing and Business Support Levy. We want to hear from you. How do you see our precinct? What are your priorities? Have your say via our survey: surveymonkey.com/r/3BHWHS6
MARKETING CALENDAR What’s coming up? DECEMBER ✓ Christmas promotions including the annual Where’s Rudolph? competition ✓ Christmas in Camberwell day (December 12) ✓ Christmas in Camberwell day (December 19) ✓ Christmas Day (December 25) ✓ Boxing Day (December 26)
JANUARY ✓ New Year’s promotions ✓ School holidays (December 19 – January 26) ✓ Australia Day (January 26) ✓ Back to school sales
FEBRUARY ✓ Valentine’s Day (February 14) promotions
NETWORKING EVENTS TRADER AND BUSINESS FORUMS Due to COVID-19, there are no Camberwell Business Forum events at present, although we look forward to resuming our regular networking events at a future date when permitted. Local businesses can continue learning and networking through webinars. The Camberwell Business website has links to webinars that cover a range of topics. Recent topics include Facebook marketing, Google My Business and working from home tips. For more information, visit camberwellbusiness.com.au
THE CAMBERWELL BUSINESS CLUB The Camberwell Business Club events are currently on hold, however our regular Monday lunches will return when safe to do so. Visit camberwellbusiness.com.au for the latest information.
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 during COVID-19. camberwellshopping.com.au/cca-association-news
SHOP NEWS
Catch up with new businesses, store moves and other news. CHAPPIES EATERY 736 Burke Rd New to Camberwell, Chappies Eatery offers succulent beef and chicken burgers, wraps and salads. The menu also has South African fare, including the Joburg burger and traditional desserts like koeksisters (donuts).
DISTRICT PHO 2 921 Burke Rd With a menu ranging from breakfast to dinner, District PHO 2 offers an abundance of delicious Vietnamese dishes, and is now open in Camberwell.
DOSA GRILL 796 Burke Rd Dosa Grill offers a variety of authentic Indian and fusion dishes. Choose from their menu of biryani, curries, noodles, desserts and traditional dosa.
ETERNAL WEDDINGS 841 Burke Rd Eternal Weddings has relocated to a new store and can now be found at 841 Burke Rd. The store stocks a range of premium wedding dresses and bridal gowns.
KMART Station St The former Target store in Camberwell will convert to Kmart. Department store Kmart offers toys, homewares, furniture, clothing and more.
PRIMAL PHYSIOTHERAPY & REHABILITATION 782 Burke Rd Primal Physiotherapy & Rehabilitation has opened a clinic to provide the best treatment to every individual. Their vision is to shape the future of physiotherapy and help people get back on track with their lives.
WAGTIME CO. 271 Camberwell Rd Wagtime Co. has arrived in Camberwell and offers premium dog grooming including bath and blow dry, de-shedding, clipping, and tidying up. The store is also due to launch a doggy daycare service.
COMMITTEE MEMBERS PRESIDENT Henk Kelly-Kobes Dymocks Bookstore 9882 0032 VICE PRESIDENT Ray Orr Mail Boxes Etc 9813 2200 TREASURER Tim Kilham Lanyon Partners Chartered Accountants 8678 3997 SECRETARY Bev Wooffindin Camberwell Secretariat 9813 2707
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 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
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
