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traders’ newsletter
CAMBERW ELL TRA DE R
S AS
SOC
IATION NEWS
2 QUARTER 021 H T R FOU
In this issue Christmas in Camberwell Marketing calendar Camberwell on Canvas Marketing update
CamberwellShopping camberwellshops camberwellshopping
A letter from the president Dear fellow traders and professionals, It’s been great to see many of you back in business since we’ve reopened, as well as new businesses opening recently, including my own. My family are pleased to be back with a new location for Dymocks Camberwell, near the Rivoli. This year has been another challenging one for us all but is looking more positive as we resume normal trade ahead of Christmas. Despite the hardship, I hope you’ve found ways to diversify your business. You may want to keep extra services going, like click-and-collect, phone orders, and home delivery – some customers prefer this, and it can add value to your business. It’s also important to offer customers as much time as possible to shop. I know some businesses are still not fully operational, due to problems with stock or staff, but now is the time to recoup sales so I urge you to consider extra trading hours. In the precinct’s Christmas advertising, we are reminding people about the importance of shopping local and shopping in person as delivery is so uncertain. Their support over the past 18 months has been vital, and we want to keep our locals while attracting new
people. Some will prefer the open-air shopping of our precinct, feeling safer than big malls. It’s important to make it clear to customers that you’re taking all precautions. You need to have COVIDSafe plans, hand sanitiser, QR codes, and control density quotients. It’s now our responsibility to check customers are vaccinated before entering our businesses, even in regular retail stores. It will put extra pressure on your staff so you will need to support them with difficult customers; I suggest training for new staff so they know what to do. Do visit camberwellshopping.com.au and check out the Trader Portal, which has information about the rules and helpful resources for your business. The traders’ association can also help promote your business so send your specials and offers via email to: info@camberwellca.com.au I wish you and your families all the best for the festive season. Regards, Henk Kelly-Kobes President, Camberwell Centre Association
Marketing snapshot We continued to market the precinct throughout the lockdown period to promote our businesses and to keep customers engaged. We held competitions, promoted Father’s Day, launched a spring campaign, and advertised food traders that were offering takeaway and home delivered meals.
reopening with a refreshed brand continues to keep Camberwell Junction precinct front of mind. For an overview of our marketing activities from the past year, please view the AGM presentation on the Trader Portal: bit.ly/3E4XHDD
Following the success of last year’s What’s on the menu? campaign, we ran it again this year but with a refreshed look and feel, and with a stronger focus on digital platforms as we engaged with customers online while they were isolated at home.
Our online marketing activities continue to yield strong results. Here’s a snapshot of Camberwell’s digital audience numbers:
Once lockdown ended, we ran a Welcome back to Camberwell Junction campaign, to reconnect with customers and encourage them to return to the precinct. We hosted a small activation day where we handed out free flowers and had live music and roving musicians to bring a vibrant atmosphere to the precinct.
• More than 157,000 visits to the websites over the past year
We have also launched a new-look brand for the precinct, which includes a fresh logo and brand mark, a new palette of brand colours, and identifying strongly as Camberwell Junction. Market research unveiled that it was important to identify as Camberwell Junction to better tie the two suburbs we straddle – Camberwell and Hawthorn East. Connecting with our community through engaging marketing was our priority during lockdown and
• More than 8,400 email addresses in our subscriber database
• More than 8,600 followers on social media
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Camberwell junction With the festive season fast approaching, our Christmas promotions are well underway. Last year, our Christmas event saw Santa doing laps around the precinct on a motorbike with sidecar. People responded to this so positively and enjoyed spotting Santa in the sidecar as they drove and walked past, so we have decided to bring it back this year. With people out of lockdown and eagerly diving into festive celebrations, we thought it would be important to sustain our festive activities this year. We will host three weekends of festive fun, from 11am – 2pm, on the following dates: • Saturday, December 4: Roving entertainers, including live musicians and circus performers • Saturday, December 11: Roving entertainers, including live musicians and circus performers • Saturday, December 18: See Santa doing laps around Camberwell Junction precinct on a motorbike with sidecar. There will also be roving entertainers, including live musicians and circus performers. Our Where’s Rudolph? competition, which has become an annual tradition, will return to offer families a fun activity to engage in during the festive season. The competition gives entrants the chance to win $500 and allows them to participate in a fun activity around doing Christmas shopping. 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 instore 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
MARKETING CAMPAIGNS Thanks to our strong digital presence, we’re in a good position to promote Camberwell Junction as a leading shopping destination this Christmas. We will have a strong editorial campaign to publicise our Christmas activities and offerings, including online articles, direct email campaigns, animated advertisements, a Christmas promotional video, and branded updates on our 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 Junction front of mind for Christmas shopping.
CHRISTMAS TRADE The precinct has been adorned with Christmas decorations to make it look festive and inviting – we have festive tree and bin surrounds, Christmas tree boxes, a tinsel-lined laneway, and other decorative features across the precinct. With Christmas trade in full swing, we 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. 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.
Energy Savers program Your businesses could save thousands of dollars with energy-efficient upgrades as part of the Energy Savers program. Businesses can upgrade to reverse cycle air-conditioners, retrofit to LED lighting, replace inefficient gas hot water systems, and install energy efficient fridges, freezers, ventilation fans and motors. A stimulus package of $2000 is available until June 2022 for the first 5000 businesses that sign up. Call Tom Sheahan on 0487 498 512 or visit: businessenergysavers.org/register
Placemaking project Placemaking identifies the unique qualities of an area and aims to enhance these features through infrastructure, streetscape, adding greenery or public art. Boroondara Council obtained views from local residents, workers and traders to begin the process in Camberwell. Most people are keen to see more public space, wider footpaths, bike lanes and more greenery. Many have asked that local traders take more pride in repairing their shopfronts to create an attractive shopping experience. Details: bit.ly/3I1BicL
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 Local – what does that mean to you? We included a $400 cash prize to encourage people to experience the virtual gallery of artworks. Thank you to Aussie Home Loans Camberwell for contributing the prize.
Parklets and outdoor dining
Refresh your shopfront
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 allow businesses to set up trading space in parking spaces at the front of their store, while other stores will be permitted footpath trading. These outdoor dining options offer customers an attractive setting to enjoy their favourite eateries in the open air.
The Camberwell Centre Association is giving your business the chance to refresh your shopfront, to ensure it looks clean and inviting as customers return. We are offering 10 stores $500 to put towards repainting and repairing their shopfronts. To apply, send details of how you would spend the money via email to Kerry Daly: kdaly@camberwellca.com.au
Marketing calendar What’s coming up? DECEMBER ✓ Christmas promotions including the annual Where’s Rudolph? competition ✓ Christmas at Camberwell Junction event (December 4) ✓ Christmas at Camberwell Junction event (December 11) ✓ Christmas at Camberwell Junction event, featuring Santa (December 18) ✓ Christmas Day (December 25) ✓ Boxing Day (December 26) ✓ Summer school holidays (December 18 – January 30)
JANUARY ✓ New Year’s promotions ✓ Australia Day (January 26) ✓ Summer school holidays (December 18 – January 30) ✓ Back to school sales
FEBRUARY ✓ Valentine’s Day promotions (February 14)
Networking events TRADER AND BUSINESS FORUMS The next Camberwell Business Forum will run in the new year, so please stay tuned for details. The free event is open to all retail and service-based businesses in the local area. 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 nonmembers, unless otherwise stated.
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, 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. DYMOCKS CAMBERWELL 208 – 210 Camberwell Rd Dymocks Camberwell has returned to the Camberwell Junction precinct and reopened at 208 – 210 Camberwell Rd, just a few doors down from Rivoli Cinemas. Visit the store in person or place an order by calling (03) 9882 0032 or emailing camberwell@dymocks.com.au
ICONIC ESPRESSO 726 Burke Rd A new arrival to the Burke Hill area of the precinct, Iconic Espresso is a cafe that offers incredible coffee and a mouth-watering menu of breakfast and lunch options. Open daily from 7am – 3pm.
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
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
KAVALRI JEWELLERY
SECRETARY Bev Wooffindin Camberwell Secretariat 9813 2707
Suite 5, 235 Camberwell Rd New to the Camberwell Junction precinct, Kavalri Jewellery is the destination of choice for those after the finest bespoke diamond engagement rings, wedding rings and jewellery.
If you would like to become a member of the association or take a role on the committee contact the president to discuss.
Chris Risteski Column Financial Solutions 9859 8214
MIDAS 656 Burke Rd Midas is an iconic shoe brand synonymous with uncompromising quality and timeless elegance, and has arrived in Camberwell Junction. Inspired by the latest looks from Europe, Midas strives to bring fashion-forward pieces to Australian women of discerning taste.
MONET DE FLEUR 712-714 Burke Rd Flower shop Monet de Fleur has moved to a new location. The store is now located at 712-714 Burke Rd, near Camberwell train station.
OLC PAWNBROKER 733 Burke Rd New to the precinct, OLC Pawnbroker buys, sells, and lends cash. They also offer shoe, bag, watch and jewellery repairs, as well as key cutting, engraving, and custom leather services.
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.
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.
RUMOUR HAS IT 2 Monteath Ave A new arrival to the precinct, Rumour Has It is a cafe that offers the simple things, done well. Their philosophy is that good food should be uncomplicated, and they provide service that is attentive and always adorned with a smile.
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
