traders’ newsletter CAMBERWELL TRADERS ASSOCIATION NEWS
THIRD QUARTER 2020
IN THIS ISSUE Food and dining campaign Marketing calendar
CamberwellShopping
Camberwell business levy
camberwellshops
Marketing update
camberwellshopping
A LETTER FROM THE PRESIDENT Dear fellow traders and professionals, These have been challenging times for our community in Camberwell. As a retailer, I have felt the frustration experienced by many of you on a personal and professional level. Victoria’s second lockdown has been extremely challenging and tested us in different ways. Most businesses have been forced to close again, but many of you are trying new ways to keep trading. My family and I have been able to continue trading with email, phone, or click-and-collect orders, as well as me playing delivery man when necessary. We are glad we built up a local database so we could share when things changed, as well as new products and promotions via email and social media. I know many of you have also kept going over the past few months too, working all hours to serve takeaway meals, prepare online orders, and keep customers happy. Our marketing team has also been working hard to keep traders and the wider community informed of important changes since the COVID-19 pandemic started. We have shared COVID-19 alerts on the
Camberwell Shopping website, and have continued marketing to keep engaged with our community. I hope you have been checking the Trader Portal on our website. There are links and articles to help you understand what support is available from the government (for both businesses and landlords) and how to get mediation if you are struggling to make it work. There are also links for free webinars about online trading, tax issues, and other relevant tips. We are also lobbying on your behalf for more help for our small businesses at a local and state level. If you need help or advice, please contact the association and get in touch with our manager Kerry Daly. Remember to send her your offers to share through our marketing, and to let us know if your circumstances change. Email: info@camberwellca.com.au Take care of your wellbeing and let’s look to the future. Regards, Henk Kelly-Kobes President, Camberwell Centre Association
MARKETING SNAPSHOT Engaging our community through smart marketing has been our priority during COVID-19, keeping the Camberwell shopping precinct front of mind even for those forced to stay home. Our daily giveaway competition in August was a hit, helping us to reach new audiences and remind customers of the impressive range of stores and services in Camberwell. For the competition, we gave away $100 every day (in August) to spend in Camberwell shopping precinct. To enter the competition, entrants needed to subscribe to the VIP mailing list on the Camberwell Shopping website. If they were already a subscriber, then they were automatically entered into the draw. The competition was supported through creative social media activity and digital marketing. Our comprehensive ‘Camberwell still has it all’ campaign has continued to run, promoting the Camberwell shopping precinct across numerous activities. For our campaign, we created printed cards that informed residents about the different ways to support local businesses and mailed them to 30,000 homes in Camberwell and surrounding areas. We produced a sleek animated video promoting the shop local message that was shared across social media and video platforms, as well as editorial, social media, and digital advertising activities. As part of the campaign, we continued to contact traders to update trader information on our website and keep the wider community informed.
Our online marketing activities continue to yield strong results. Here’s a snapshot of Camberwell’s digital audience numbers: • About 8,000 email addresses in our subscriber database • More than 123,000 visits to the websites over the past year • More than 8,000 followers on social media.
CAMBERWELL BUSINESS MARKETING LEVY – WORKING TOGETHER Since 1996, the Camberwell Centre Traders Association has vigorously promoted local businesses, like yours, across Camberwell Junction. It has allowed us to create the Camberwell shopping precinct brand and showcase our local businesses to shoppers and residents, while highlighting the many benefits of visiting this vibrant open-air shopping precinct. We have created and executed countless successful marketing campaigns and events – including our Christmas and Easter promotions, as well as our ‘We’ve still got it all’ campaign throughout the coronavirus pandemic – to keep our shopping precinct front of mind for consumers. To deliver creative and captivating strategies for your business and the wider precinct, we depend on the Camberwell marketing levy funds. All businesses contribute via their rates which allow us all to work together to support each other and the precinct, and protect the value of your business. The levy has enabled us to develop sophisticated marketing campaigns and activities that benefit every business, either directly or indirectly, and elevate the prestige of the Camberwell precinct for you, your staff, and our community. Our collective marketing allows us to run a robust and effective website and integrated social media strategy to provide the latest, relevant information about Camberwell precinct to the local and broader community looking for supplies and services across both the Camberwell Shopping and Camberwell Business websites. Your trader page listing is so much more than a directory. It has key information about your business like your trading hours and special offers, is optimised for SEO performance, and has a Google Maps display. There is the capability to field customer enquiries, as
well as links to your own website and social media accounts. For some businesses this may be the best way your customers will find you, especially if they forget your name or aren’t aware of your Camberwell branch. We work closely with a full-service marketing agency to ensure our marketing campaigns are professional, with editorial, social media activity, digital, print and radio advertising campaigns working cohesively to draw shoppers to our website and your trader page. Our campaigns also feature stylish printed collateral like our ‘What’s on the menu?’ booklet, which was recently sent to 30,000 homes in Camberwell and surrounding suburbs. We also run our highly effective competitions and campaigns for seasonal and retail events like Mother’s Day, Father’s Day, and Valentine’s Day. Supporting videos and ‘Meet a Trader’ stories showcase the precinct and entice customers to discover our businesses. Without the levy, we wouldn’t have these large, well-crafted marketing activities that draw so many shoppers to the precinct every year. The levy helps our shopping precinct stand out from other strips and compete with the larger shopping centres. Our marketing activities have been particularly important during COVID-19, where our team has worked tirelessly to keep residents and shoppers informed of critical updates. The association launched a trader engagement program at the start of the restrictions to contact local businesses. We updated the website with crucial trading information and that has helped shoppers discover ways to continue doing business with their favourite stores. We were also able to contact locals quickly and directly through our extensive database of website subscribers. The association was able to provide a single source of information where shoppers could find out how local stores had been impacted by the recent restrictions, and how they could continue to support local businesses. That’s the power of working together with shared resources. As we start to plan our next five-year strategy for a new levy term, we welcome your feedback and suggestions about what you’d like to see from our marketing activities going forward. We want to ensure our strategy is serving your business, as well as promoting the shopping precinct as a whole. We’re open to suggestions and invite you to share your ideas with us, so we can make our marketing activities even better over the next five years. If you’ve got an idea or feedback, please send an email to Kerry Daly: kdaly@camberwellca.com.au
WHAT’S ON THE MENU?
IN CAMBERWELL Mid dle Eastern • In dia n • K o r e a n
FOOD AND DINING CAMPAIGN To celebrate Camberwell’s esteemed food and dining establishments, we are running a series of promotions. At the centre of the campaign is our stylish ‘What’s on the menu?’ printed booklet, which will be delivered to 30,000 homes in Camberwell and surrounding suburbs. The 20-page booklet shares facts and tips about the different styles of cuisine available in Camberwell, in addition to ideas to create your own feast at home. The campaign will have a sleek microsite, with links to the digital version of the booklet to extend its reach and drive further engagement online. We have produced a high-quality promotional video showcasing Camberwell’s food and dining offering that will be shared across our website and social media platforms. There will also be a dedicated social media campaign and digital advertising to help spread the word online. We are also creating and distributing trader packs featuring a variety of ways that you can participate in the campaign and help promote the precinct. You can check out the food and dining campaign website here: camberwellshopping. com.au/whats-on-the-menu
S o u t h-E a s t A s i a n • C h i n e s e
M e d it e r r a n e a n • J a p a n e s e
A m e r i c a n • M e x i c a n • Fu s i o n
SECURE YOUR CHRISTMAS ADVERTISING IN THE CAMBERWELL CITIZEN The next edition of Camberwell’s premium lifestyle newspaper, The Camberwell Citizen, is due for publication in December in the lead up to Christmas and New Year sales. Advertising is now open to members of the Camberwell Traders’ Association and ad prices are subsidised for members, making it an affordable option for local businesses. Ad spaces are limited, so get in quickly to avoid disappointment. To book an advertisement in the next edition, call Aaron on 0400 196 533 or email citizen@assemblo.com
REGISTER FOR BUSINESS SUPPORT The Boroondara City Council is offering support and resources to local businesses, but the council needs your contact details to be able to help. The council is offering online workshops with a focus on strengthening the online presence of your business, one-on-one business mentoring and other resources. Register your contact details with Boroondara Council online at boroondara.vic.gov.au/business You can also call (03) 9278 4814 or email business@boroondara.vic.gov.au
HAVE YOUR SAY ON SAFETY If you want to have your say on safety in the local community, Boroondara Police want to hear from you. They want to know about your safety concerns, any ideas you have for safety improvements, and your trust and confidence in police. Your responses will help the police to better connect with and support communities, helping to create a safer Victoria. Complete a short two-minute survey to have your voice heard: engage.vic.gov.au/victoriapolice-community-connection-project/victoria-policeboroondara
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
MARKETING CALENDAR What’s coming up? SEPTEMBER ✓ Father’s Day – September 6 ✓ Food and dining promotions ✓ Spring/summer fashion season begins
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.
✓ Spring school holidays (September 19 – October 4)
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.
✓ Food and dining promotions
For more information, visit camberwellbusiness.com.au
✓ Spring school holidays (September 19 – October 4)
OCTOBER
✓ Camberwell on Canvas ✓ Halloween – October 31
NOVEMBER ✓ Food and dining promotions ✓ Melbourne Cup Day – November 3
DECEMBER ✓ Christmas sales period ✓ Summer school holidays (December 19 – January 26/27) ✓ Christmas Day – December 25 ✓ Boxing Day – December 26
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 SUPPORT 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.
SHOP NEWS
Catch up with new businesses, store moves and other news. AMPLIFON CAMBERWELL 829 Burke Rd Amplifon, formerly known as National Hearing Care, has opened a new clinic in Camberwell to provide tailored services for your hearing care. Book an appointment to have a hearing test, or to learn more about using and caring for your hearing aids.
COMMITTEE MEMBERS PRESIDENT Henk Kelly-Kobes Dymocks Bookstore 9882 0032 VICE PRESIDENT Ray Orr Mail Boxes Etc 9813 2200
CAMBERWELL FRESH FOOD MARKET 519 - 525 Riversdale Rd
TREASURER Tim Kilham Lanyon Partners Chartered Accountants 8678 3997
With the Camberwell Fresh Food Market's 15-minute express parking bays and many stall holders offering click and collect, it has never been easier to make a phone order and pick up your groceries. Please get in contact with individual stall holders to place an order.
SECRETARY Bev Wooffindin Camberwell Secretariat 9813 2707
PRIMAL PHYSIOTHERAPY & REHABILITATION 782 Burke Rd New to Camberwell, 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.
ROLL’D 833 Burke Rd If you enjoy Vietnamese street eats, head to Roll’d which has recently opened in Camberwell. The fast-casual dining restaurant offers rice paper rolls, noodle salads, steamed buns, and more.
SOUL SISTERS CAFE 891 Burke Rd The former Acai Brothers store has rebranded to Soul Sisters Cafe and offers a range of superfood treats including smoothies, juices, acai bowls, coffee, toasties, and warm food.
TELSTRA SHOP 628 Burke Rd Telstra Shop has moved to a new premises and is now located at 628 Burke Rd. The store offers a range of telecommunication services and solutions.
THE SOURCE BULK FOODS 749 Burke Rd The Source Bulk Foods is now offering vegan white chocolate that is plant-based and organic, with no refined sugars. Whether it’s for a grazing board, dessert dipping sauce or a cheeky snack, add vegan white chocolate to the list for your next grocery shop.
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