traders’ newsletter CAMBERWELL TRADERS ASSOCIATION NEWS
CamberwellShopping camberwellshops
SECOND QUARTER 2019
IN THIS ISSUE The Annual Camberwell Dinner Party
CamberwellShoppingAU
Winter campaign
CamberwellShops
The Camberwell Citizen
camberwellshopping
Marketing update
A LETTER FROM THE PRESIDENT Dear fellow traders and professionals, With the Easter trading period done and dusted, I trust that we’re all getting ready for end‑of‑financial‑year activities. Boroondara City Council’s new service crews have been out and about in the Camberwell shopping precinct over the past few months, repairing and maintaining bins and street signs, among other things. The service crew will regularly visit the precinct to make it a more pleasant place to spend time in. Construction of the Hawthorn Park residential development is well underway after the developer, the Dahua Group, broke ground late last year. Located at 33-57 Camberwell Rd, the project is scheduled to
MARKETING SNAPSHOT The past few months have been very busy with our Easter, Mother’s Day and CamberWELL-BEING promotions to draw people to the Camberwell shopping precinct.
complete its 345 homes, along with retail shops and a ‘sky pool’ early next year. The delivery of this project and others in the area will bring new residents to the precinct to do their shopping or meet for a coffee, which helps stimulate the local economy. Finally, traders are reminded to get involved in the marketing opportunities we have created. Remember to let us know about promotions, offers and events you are running so we can help promote them. Email details to: info@camberwellca.com.au Henk Kelly-Kobes President, Camberwell Centre Association
Camberwell Shopping’s digital audience continues to grow, with increased users across our website, social media platforms and email database. Digital activity remains a key low-cost marketing activity in our mix and continues to yield top results for the shopping precinct.
We ran the CamberWELL-BEING Wellness Trail on Saturday, May 25 to promote health and wellbeing traders in the area. Participants were given a Wellness Passport which highlighted health and wellness businesses to visit on the trail so they could experience the different offerings and have their passport stamped. Participants with five or more stamps went into a draw to win from a massive prize pool. The CamberWELL-BEING event was supported with online editorial, along with print and digital advertising.
The camberwellshopping.com.au website has been updated to include a What’s On section which shares all the latest events taking place in the Camberwell shopping precinct. If your business is holding any events, please let us know so we can list them on the website. Email details to: info@camberwellca.com.au
For Mother’s Day, we asked readers to tell us why their mums were super for the chance to win a $500 Camberwell shopping voucher. The winner was Christie Cottren.
• More than 125,000 visits to the websites over the past year
In April, we ran our annual Great Camberwell Easter Hunt, where participants had to locate the golden eggs on posters in shop windows. The winner was Dylan Devenish, who won a $200 shopping voucher to spend in Camberwell. Digital advertising and an ad in the Stonnington/Boroondara Kids magazine helped promote the Easter campaign. Our autumn campaign also promoted the precinct as a destination for shoppers to enjoy the season. The campaign featured a promotional video, editorial and advertising on the website. The editorial included a guide on things to do and offers in Camberwell during autumn, as well as fashion articles on the latest trends for clothing and accessories. Additionally, there was a competition offering a $1,000 shopping voucher for one lucky winner to spend in Camberwell.
Here’s a snapshot of Camberwell’s digital audience numbers: • About 6,000 email addresses in our subscriber database
• More than 6,400 followers across social media.
This year we are launching The Annual Camberwell Dinner Party and we’re inviting all traders in the food and dining category to get involved. The main event will be held in the evening on the first Saturday in September (Sep 7, 2019), enticing customers to book at our restaurants, create their own dinner party and enjoy a special night out in Camberwell with free street entertainment. All food related businesses are welcome to promote any special offers or events they wish to run throughout the campaign period to leverage the event marketing.
GET INVOLVED IN THE EVENT We encourage all food businesses to consider doing something special for the Dinner Party night that we can feature in our promotions. The theme this year will be an Art Deco 1920s – 1930s vibe, which will be used in our promotional artwork. Street entertainment will include live jazz, roving entertainers and moody street projections, and promotors will suggest venues to those who haven’t pre-booked. We invite you to host something special for the night so we can pre-advertise, to help you get bookings. It might be a special event or special offer deal. Some suggestions include: • Food and wine/beer matching menu • Degustation menu • Themed dinner – e.g. pasta/ paella/ fancy dress • Entertainment – live music or belly/tango dancing at your venue • Fixed price dinner – for the event night or throughout September • Special guest – feature a chef, sommelier or author at your business • Two sittings – host an early family dinner and a later dinner session • In-store cooking demonstration • A progressive dinner, working with other restaurants in the precinct.
ALL STORES CAN GET INVOLVED IN THE PROMOTIONS This promotion can work for all stores if you want to tap into this community event. You may consider staying open that evening – many shoppers and local families will come along for free entertainment, so it will be busy. You can promote related products on the event website for the promotions period or work with one of the participating businesses for cross promotion. Cafes and fresh food stores can promote offers, recipes and in-store activations on the event website. Simply email us the details, along with a relevant image. This event will be promoted heavily in our marketing and we will provide digital marketing material that we urge you to share to help make this a successful event. Independent lifestyle newspaper The Camberwell Citizen will feature the event. A total of 30,000 newspapers will be produced and distributed in Camberwell and surrounding suburbs in the lead up to The Annual Camberwell Dinner Party. There are limited advertising opportunities. For more information or to find out how your business can get involved in The Annual Camberwell Dinner Party, please contact Aaron on by phoning 0400 196 533 or emailing camberwell@ assemblo.com These events are designed to promote the Camberwell shopping precinct which can benefit all traders. They need your support to be as successful as possible and we welcome your contribution, ideas and involvement.
THE CAMBERWELL CITIZEN EDITION 4 OUT NOW The latest edition of The Camberwell Citizen, a free lifestyle newspaper distributed in the Camberwell area, is out now. The cover story in issue 4 looks at how local traders are offering shoppers new experiences to bring them in-store. There is also a Q&A with Boroondara Mayor Jane Addis, a guide to selecting the perfect pumpkin, and travel tips for a winter escape. The Camberwell Citizen is produced three times a year. If you want to stock additional copies in your store, email Kerry Daly at info@camberwellca.com.au Traders in Camberwell shopping precinct are eligible for special advertising rates in The Camberwell Citizen. To find out more, contact Aaron by phoning 0400 196 533 or emailing camberwell@assemblo.com
WINTER CAMPAIGN
This winter, we plan to run a seasonal brand campaign to showcase Camberwell as the place to be during the cooler months. The campaign will feature a promotional video, highlighting a range of things to do and local traders to visit in the Camberwell precinct during winter. It will be supported by advertisements and editorial, including an article on top winter activities to try in the precinct. A short series of fashion articles will share trends for the winter season and highlight local stores where popular items can be bought. Finally, the winter campaign will include a competition that provides our audience with the opportunity to win a major prize donated by a Camberwell business.
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. Guests can enjoy food and drinks, a talk by the author and book signings. It’s a lovely night out and a great way to meet your favourite authors. Upcoming author events will be Peter FitzSimons on June 3, and Armando Lucas Correa on June 17. 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
PASSEL DELIVERY SERVICE Passel is a crowdsourced delivery service ideal for retailers to get their products to customers quickly. How does it work? Other shoppers or passers-by can collect and deliver the goods, allowing retailers to fulfil demand for same-day home deliveries. Once the delivery is completed, the delivery person is rewarded with a $10 gift voucher to a store of their choice. Dymocks Camberwell has already partnered with Passel and other traders in the precinct are encouraged to use this service if they are looking to offer same-day delivery. Details: passel.com.au
REMEMBERING ROSE ADLER Rose Adler, co-owner of The Chocolate Box in Camberwell, sadly passed away on May 14. “We know she (Rose) will be missed by all who knew and loved her. Gratefully, she is no longer in pain and now rests in peace,” the Adler family said in a statement. The Camberwell Trader’s Association extends their deepest condolences to the Adler family.
MARKETING CALENDAR
NETWORKING EVENTS
JUNE
Meet other traders, professionals and community members to share ideas and issues.
What’s coming up?
✓✓ Winter campaign (June – August)
JULY ✓✓ Winter school holidays (June 29 – July 14)
AUGUST ✓✓ Father’s Day promotions begin
SEPTEMBER ✓✓ Father’s Day – September 1 ✓✓ The Annual Camberwell Dinner Party – September 7 ✓✓ Spring school holidays (September 21 – October 6) ✓✓ Launch spring campaign
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, June 18. It will feature guest speaker and further details will be available soon at camberwellbusiness.com.au
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
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. CHAPTER21 371 Camberwell Rd Chapter21 is a small cafe that has opened in Camberwell that serves coffee, as well as Australian breakfast and brunch with a Thai twist. They also offer a Thai-inspired menu for lunch.
COMMITTEE MEMBERS PRESIDENT Henk Kelly-Kobes Dymocks Bookstore 9882 0032 VICE PRESIDENT Ray Orr Mail Boxes Etc 9813 2200
CHARGRILL CHARLIE'S 10 Prospect Hill Rd Family-run business Chargrill Charlie’s recently opened in Camberwell and offers chargrilled and Portuguese-style chicken, healthy salads, burgers, handmade rolls, chips and wedges.
TREASURER Tim Kilham Lanyon Partners Chartered Accountants 8678 3997
CLEAR SKINCARE CLINICS 773 Burke Rd Clear Skincare Clinics is Australia’s leading cosmetic, skin and laser hair removal specialists that deliver natural looking results that last. The new Camberwell clinic offers a range of anti-ageing, skin, laser hair removal and acne treatments.
SECRETARY Bev Wooffindin Camberwell Secretariat 9813 2707
CON NOI ITALIAN TRATTORIA 259 Camberwell Rd A new Italian restaurant has opened in Camberwell and offers paninis, cannoli, risotto and pastas. Open 7am – 5pm on Sunday and Monday, and from 7am – 9.30pm from Tuesday to Saturday.
MEMBERS Adam Axon Paper Cut 8376 8628 Natalie Daw Helloworld Travel Camberwell 9909 5197 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
EAST END WINE BAR 225 Camberwell Rd East End Wine Bar has opened in the iconic 1930s Young’s Auction House, offering an impressive wine list to choose from. They also have a tasty menu on offer, including charcuterie boards, a range of pizzas, preserved meats and other dishes.
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.
FITNESS KEEPER 395 Camberwell Rd Fitness Keeper has opened in Camberwell and specialises in exercise physiology, personal and group training. New customers are eligible to try one free 30-minute 1-on-1 personal training session. Bookings: 0419 391 302.
STAY INFORMED
LA CABRA 207 Camberwell Rd Modern Mexican restaurant La Cabra has arrived in Camberwell, with a selection of tacos, enchiladas, burgers, burritos and other nosh. The venue features a beer garden and function space. MAYHEM BARBERS 718 Burke Rd Mayhem Barbers has arrived in Camberwell. The store offers barbering services and style cuts for boys and men. Walk-ins welcome. SIGHT AND SOUND GALLERIA 240 Camberwell Rd Sight and Sound Galleria is now operating from 240 Camberwell Rd. The store is Melbourne’s No.1 destination to choose from the world’s most desirable electronic brands, including Bose.
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