traders’ newsletter CAMBERWELL TRADERS ASSOCIATION NEWS
SECOND QUARTER 2020
IN THIS ISSUE COVID-19 campaign Mother's Day campaign
CamberwellShopping
Trader portal
camberwellshops
Autumn campaign
camberwellshopping
A LETTER FROM THE PRESIDENT Dear fellow traders and professionals, As a retailer, I know what many of you are going through and understand the disruption to your lives and businesses, as well as your fears for the future. These health and economic crises are huge challenges. My family and I have been able to trade during this period but like many of you, we had to find ways to do it differently and safely. One thing we did was reach out to our database to let them know about our opening times, while stressing the protocols we had put in place for their safety. We used social media to promote key products like puzzles and games, and offered click-andcollect, phone orders and online shopping. We had to get creative with new ways of doing things. I became a delivery person, offering home delivery to people within a few kilometres, which proved very popular. Our monthly book club changed from in-person events to virtual meetings. Many of you have also found innovative ways to continue doing business, offering take-home meals, streaming services or phone orders. This has proven how important it is to establish connections with your core customers and understand how to use online marketing and sales. Franchises may have support with
MARKETING SNAPSHOT Dealing with the COVID-19 pandemic has been a priority in recent weeks, but we also had regular marketing to support this retail period. Our Easter campaign promoted Camberwell through a competition, digital advertising, social media activity, printed posters and a small editorial campaign. The editorial campaign offered ideas for celebrating Easter this year and pointed to local traders for different goods. We also ran our autumn campaign to highlight new season offerings, as well as our Mother’s Day campaign. Naturally, we’ve had to adjust our campaigns to suit the current environment and promote the shopping precinct in a responsible way. Our online marketing activities continue to yield strong results. Here’s a snapshot of Camberwell’s digital audience numbers: • More than 7,900 email addresses in our subscriber database • More than 136,000 visits to the websites over the past year • More than 8,000 followers on social media.
this, but smaller stores may have needed to update their skills. Since the COVID-19 pandemic started, the Camberwell precinct’s marketing team has worked hard to keep our community up to date and highlighted ways to support local businesses. You can find information and resources on the Trader Portal page of our website. These resources will help you deal with rent relief and financial assistance, as well as find hand sanitisers, customer screens and other practical items. While we hope you have sought financial advice about the JobKeeper subsidy and other measures available, you can also find more information on the portal. Marketing support is available to you through the traders’ association, so get in touch with our manager Kerry Daly and we’ll promote your offers to our audience. Remember to let us know as your circumstances change. Email: info@camberwellca.com.au Working together will help us get through this. Regards, Henk Kelly-Kobes President, Camberwell Centre Association
COVID-19 CAMPAIGN We have been running a special campaign to support local traders during the COVID-19 pandemic. The campaign has been a major undertaking, rapidly addressing the needs of shoppers and traders, as the pandemic shut down the community. In conjunction with other local associations, we have successfully lobbied the City of Boroondara to support traders during this difficult time. Boroondara Council agreed to waive food premises registration fees, trader parking permit fees, and footpath trading fees for traders in Camberwell. They also agreed to turn off parking metres and not issue overtime parking infringements. For details about refunds, contact Boroondara@boroondara.vic.gov.au or call 9278 4444. We continue to seek more support from council for our traders. We are also working closely with Mainstreet Australia to lobby the state government for support for associations and small businesses. Communication has been key during these difficult times. We launched a trader outreach program to call local traders and update individual trader pages on the Camberwell Shopping website. We established a Trader Portal on the website, which provides the latest COVID-19 information and resources for traders. There is also a COVID-19 FAQ resource hub, with information and links to keep you up to date. For shoppers, we have COVID-19 articles to keep them and the wider community informed of changes in the precinct, including new trading conditions. An article highlights the altered trading conditions of businesses still able to trade. We also have a dedicated COVID-19
section on the offers page, so shoppers can access current promotions and sales from Camberwell traders. Digital communication has played a big part. We developed a special feature on our website’s individual trader pages to communicate COVID-19 updates. The new feature allows shoppers to search for local businesses in the precinct and get updated information, such as altered trading conditions and additional services. This will continue to be important as restrictions ease, allowing you to let your customers know about changes to your trading conditions. Therefore, it is vital for you to keep us up to date with any changes to your operations. Our ‘We’ve still got it all’ campaign is running to encourage shoppers to support local businesses in the Camberwell shopping precinct. The campaign reflects our historical ‘We’ve got it all’ message and reinforces our wide range of goods and services. It has a strong message about supporting local businesses struggling through the pandemic and highlights the importance of local shopping precincts in communities. The campaign includes radio advertising, a letterbox drop, digital advertising, online articles, and social media. Window posters are available to you to indicate that you are still trading. We also created ‘thank you on behalf of local traders’ postcards as a way for you to thank customers for their support. You can include these in any pick-up or home delivered orders, and are available at no charge. Request some by emailing Kerry: kdaly@camberwellca.com.au
MOTHER’S DAY CAMPAIGN For Mother’s Day, we took a creative approach to our annual competition in the face of COVID-19 restrictions. We asked entrants to tell us how they spent Mother’s Day at home by either submitting a photo or writing a short story. We wanted to focus on building a sense of community at a time when people were feeling disconnected. The competition offered entrants the chance to win $200. Our Mother’s Day campaign featured editorial, including an article offering creative ideas to treat mum during these difficult times. We boosted the campaign with tailored social media posts and digital advertising.
TRADER PORTAL We launched the Trader Portal on our website to keep local businesses informed during the COVID-19 pandemic. You will find information and resources to help you make the most of the financial assistance available to businesses, as well as links to practical initiatives such as hand sanitisers, customer screens and hygiene signage. We have produced articles on the support measures available from the local, state and federal governments, as well as advice on business continuity, rental concerns and other issues. Visit the Trader Portal here: camberwellshopping.com.au/cca-association-news
SMALL BUSINESS GRANTS Businesses in Camberwell can apply for small business grants of up to $4,000 to help them improve their online services. The City of Boroondara has rolled out the Small Business Resilience Grants program, which provides funding to eligible small businesses in Boroondara for online projects. The grants are designed to support local businesses that have been forced to close or highly impacted by the COVID-19 pandemic.
The funding will help local traders develop or improve their online capabilities, such as creating a website, developing a social media strategy, or setting up an online shop. Businesses can apply for up to $3,000 for a range of online activities, although traders can apply for up to $4,000 for a website with e-commerce functionality. Applications close 7 June 2020. Details: https://bit.ly/3gvazrh
MARKETING CALENDAR What’s coming up? JUNE ✓ ‘We’ve still got it all’ promotional campaign ✓ Winter/stocktake sales ✓ End of financial year ✓ Queen’s Birthday public holiday (June 8) ✓ Winter school holidays (June 27 – July 12)
JULY ✓ ‘We’ve still got it all’ promotional campaign ✓ Winter school holidays (June 27 – July 12)
AUGUST ✓ ‘We’ve still got it all’ promotional campaign ✓ Father’s Day promotions begin ✓ Camberwell on Canvas Art Trail / Discover Burke Hill
SEPTEMBER ✓ ‘We’ve still got it all’ promotional campaign ✓ Father’s Day (September 6) ✓ Spring school holidays (September 19 – October 4) ✓ Launch spring campaign
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.
WEBSITE SERVICES If you need to update your website, contact the team at Castle Jackson. They have different website packages to suit your requirements. Details: castlejackson.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
SHOP NEWS
Catch up with new businesses, store moves and other news. APOLOGUE 949 Burke Rd New to Camberwell, Apologue antiques and interiors showcase charismatic antiques, contemporary objects, and one-of-a-kind statement pieces. They believe your home should tell a story of who you are and be a collection of what you love. AUSTRALIA POST - CAMBERWELL NORTH 794 Burke Rd Congratulations to Camberwell North Post Office, who was awarded the number one network winner of Australia Post Retail Awards for the fourth year in a row. They also came third for Australia Post Retail Rewards national competition. ENDOTA SPA 540 Riversdale Rd Endota Spa Camberwell is taking email and phone orders for pick up or home delivery. Receive a free facial at home sample pack and a complimentary skin consult with every purchase. Call (03) 9813 5789 or email camberwell@endota.com.au HAIRHOUSE WAREHOUSE 668 Burke Rd Hairhouse Warehouse in Camberwell is temporarily closed for refurbishments, but will reopen in early June. The store will return with a luxurious new in-store experience and an expertly curated selection of your favourite brands. Stay tuned! MAIL BOXES ETC (MBE) 738 Burke Rd MBE Camberwell is still open but operating as a ‘reduced contact business’. MBE can assist with printing, shipping, mailing and delivery services. Please call or email instead of physically visiting the store: (03) 9813 2200 or camberwell@mbe.com.au MERAKI 722 Burke Rd Meraki recently opened in Camberwell and promises a mouth-watering menu of Greek cuisine and exceptional customer service. Ask about their takeaway and home delivery services. THE JUICERY Shop 18A, Camberwell Fresh Food Market, 519 - 525 Riversdale Rd A juice bar called The Juicery is now operating from Camberwell Fresh Food Market. The store offers fresh, made-to-order juices created entirely from fresh fruit and vegetables. THE WORKSHOP HAWTHORN 5 Russell St If you’re not using your car as much at the moment, consider sending it to The Workshop Hawthorn for a service. If you cannot leave your premises, a pick-up and delivery service is available at no extra cost. Phone (03) 9813 3032.
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