Camberwell Traders' Newsletter Q1 2023

A letter from the president

Dear fellow traders and professionals,

I hope you’ve had a good start to the year, and made the most of the busy Christmas and summer trading season. Sales were strong for Christmas and Boxing Day across most categories. However, with the growth of Black Friday and Cyber Monday, customers spent big in November so sales needed to be earlier and both online and in-store. For last-minute sales closer to Christmas, it was important to create experiences you can’t get online, such as Christmas decorations, friendly service, and events like our Christmas Family Day. This newsletter shares our promotions calendar so you can see what’s planned for 2023. This includes retail themes like Easter and Mother’s Day, and unique events. In May, we’ll mark Main Streets of Australia Week and host our health and wellness event, CamberWELL-BEING. This event is not just for businesses in this category, it’s a fun day to attract people to the precinct. Get involved so you can leverage the marketing and advertising for the event. Our online marketing is also important and includes an interactive website and monthly email newsletters to

a large database. We use social media and articles to drive traffic to the website – this not only improves SEO but ensures people learn more about our businesses. We’re also working closely with Camberwell Sunday Market. About 8000 visitors attend the market but we need them to explore the shopping precinct. If you want to grow your Sunday trading let us know if you have vouchers, offers or deals we can share with market visitors. We’re also planning to grow Kylie Appreciation Day (a celebration of Kylie Minogue’s connection to Camberwell) to become an annual event. Let’s aim to have more Kylie themed promotions in shops this October and get your staff involved.

Check the Trader Portal at camberwellshopping.com.au to find information including government updates and business support resources. Make sure you send your offers and promotions to our manager Kerry Daly so we can promote them: info@camberwellca.com.au

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 voucher 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 Junction precinct. Taking place on Saturday, May 20, 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 Wellness Trail Passport. Entrants will then 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 part of the Wellness 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

With business and retail returning to normal last year, we resumed many of our marketing activities at full capacity and brought back activations and events. Some highlights included our Christmas Family Day, which returned as a full-scale event to create a lively and fun day for visitors. We had our popular fire truck rides, photos with Santa, roving musicians and entertainers, face painting, balloon modelling and more. We launched the inaugural Camberwell Culinary Awards, a new campaign to promote our food and dining sector. We also collaborated with the Camberwell Sunday Market to create activations including Sunday Funday and the very first Kylie Appreciation Day –both of which drew an excellent crowd and allowed us to cross-promote the shopping precinct.

HERE’S A SNAPSHOT OF MARKETING ACTIVITIES COMPLETED IN 2022:

✓ Produced promotions, including advertising and competitions, for New Year, Valentine’s Day, Easter, Mother’s Day, Father’s Day, Camberwell on Canvas, and Christmas

✓ Collaborated with Camberwell Sunday Market to run activations including Sunday Funday and Kylie Appreciation Day to draw people to the area and cross-promote the precinct

✓ Created 3 x seasonal brand campaigns (autumn, winter, spring) to showcase traders and the precinct, incorporating video, editorial, social media, 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 regular 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 several SEO articles to improve our online profile and search engine performance

✓ Launched the inaugural Camberwell Culinary Awards campaign, which included a competition, to highlight the food and dining category

✓ Produced numerous articles and resources for the Trader Portal, to keep traders informed of government-directed news and updates

✓ Advocated and petitioned for traders at local council on key matters such as parking, dining parklets, and support as we transitioned to normal trading

✓ 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 Junction's digital audience numbers:

• More than 8,000 email addresses in our subscriber database

• More than 160,000 visits to the websites over the past year

• More than 9,100 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 $500 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. The Easter Bunny will visit the precinct on April 1 and 2, from 10am - 1pm, to meet and greet shoppers

Parklet program

Boroondara Council has updated their Outdoor Trading Policy, which includes guidelines and eligibility requirements when applying for permits to trade outdoors, including trading on a footpath, setting up a

Main Streets of Australia Week

Mainstreet Australia will run Main Streets of Australia Week from May 15 – 21. This week-long celebration highlights the importance of local shopping precincts and the role they play in our communities and economy. Your business can get involved by hosting an event or in-store promotion during the week. Full details: mainstreetaustralia.org.au/main-streets-ofaustralia-week

parklet, and setting up an outdoor dining structure. There are two parklet permit options available: a seasonal permit (6-month permit from November to April) and an annual permit (12-month permit). Applications should be submitted as soon as possible to allow time for permits to be processed. Once an application is received, the council will contact you with relevant details and discuss next steps. Details: https://bit.ly/3YIqOqR

Economic Development and Tourism Plan

Boroondara Council is progressing with their new Economic Development and Tourism Plan which will guide actions to boost Boroondara’s local economy. So far, the council has completed community consultations to develop a draft plan. The draft plan has identified four key priorities: thriving and engaging activity centres and shopping precincts; a productive and supported business community; an environmentally sustainable, circular and ‘smart’ local economy; and a desirable destination for visitors. Consulting on the draft plan ran until March 10, and Boroondara Council will present the final plan at a council meeting this year. Details: https://bit.ly/3IDpwre

Marketing calendar

What’s coming up?

Networking events

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

MARCH

✓ Camberwell Business Forum (March 17)

✓ Autumn sales and promotions

✓ Easter promotions begin, including Great Camberwell Easter Hunt

APRIL

✓ Easter Bunny visiting precinct (April 1 - 2)

✓ Easter (April 7 – 10)

✓ School holidays (April 7 – 23)

✓ Anzac Day (April 25)

MAY

✓ Mother’s Day (May 14)

✓ Main Streets of Australia Week (May 15 – 21)

✓ CamberWELL-BEING (May 20) – Family event to celebrate health and wellness businesses in precinct

TRADER AND BUSINESS FORUMS

The next Camberwell Business Forum will take place at 6pm on Friday, March 17. The session will be a TED-style talk held at Barrel & Roast, 8 Railway Pde, Camberwell. 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.

CAMBERWELL BUSINESS CLUB

Camberwell Business 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 relevant business advice, support programs, and local and state government news.

camberwellshopping.com.au/cca-association-news

Shop news

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

COUNTRY ROAD

566 Burke Rd

Country Road has moved to a new store in Camerwell Junction – a space that is targeting a 5 Star Green Star Interior Certification from the Green Building Council of Australia. The store features new fixtures incorporating recycled materials and uses existing elements that were carefully repurposed to reduce waste.

GLASSONS

636 Burke Rd

Glassons has opened a pop-up store in Camberwell Junction. It's your destination for what’s new, what’s trending, must-have fashion pieces, wardrobe staples and everything in between!

LITTLE MANDARIN YOGA & PILATES

Level 1, 574 Burke Rd (rear entry)

Little Mandarin, a new yoga and Pilates studio, has opened in Camberwell Junction. The studio offers hot yoga, aerial yoga as well as mat and reformer Pilates classes for any level.

PRIME COSMETIC CLINIC

795 Burke Rd

A recent addition to Camberwell Junction, Prime Cosmetic Clinic provides cosmetic aesthetic treatments and specialises in non and minimally invasive procedures including injectables, tattoo removal, face and body tightening, hair removal and more.

SIX62

662 Burke Rd

Six62 has arrived in Camberwell Junction and offers a modern culinary experience like no other Mediterranean restaurant, where fresh, locally-sourced ingredients are transformed into mouth-watering masterpieces.

TEASER

720 Burke Rd

New to the precinct, Teaser brings a fresh tea experience combining traditional tea culture from China with new and exciting blends. Head in to try their range of milk bubble tea, mill mousse tea, and fresh fruit teas.

THE 924 COCKTAIL CO

8 - 10 Railway Pde

The 924 Cocktail Co has recently opened a factory at 8-10 Railway Pde, right next to Camberwell train station. Barrel-aged cocktail lovers are welcome to visit every day, with sampling available from midday. Also ask about their regular Negroni Nights live jazz events. Entry is through Barrel & Roast.

COMMITTEE MEMBERS

PRESIDENT Henk Kelly-Kobes Dymocks Bookstore 9882 0032

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

VICE PRESIDENT Ray Orr Mail Boxes Etc 9813 2200

SECRETARY

Bev Wooffindin Camberwell Secretariat 9813 2707

Chris Risteski

Column Financial Solutions 9859 8214

Milo Barkin Barrel & Roast 9603 0337

Amanda Lenny South Pacific Health Clubs 9882 8843

Brittany Unwin SC Accounting 88409 9188

SUPPORT FOR TRADERS

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

If you would like to become a member of the association or take a role on the committee contact the president to discuss.