BERG, Keith - C&I Retailing (January/February 2010) - Convenience ...
BERG, Keith - C&I Retailing (January/February 2010) - Convenience ...
BERG, Keith - C&I Retailing (January/February 2010) - Convenience ...
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Face Time<br />
Mucking about<br />
with power tools<br />
A conversation with <strong>Keith</strong> Berg<br />
6<br />
www.c-store.com.au | C&I | <strong>February</strong> <strong>2010</strong><br />
8388 Cstore JanFeb <strong>2010</strong> CS4.indd 6 21/01/10 11:47 AM
<strong>Keith</strong> Berg jokes that he spent twenty-odd<br />
years working out a career plan before<br />
finally giving up career planning altogether.<br />
That was in 1987, when he first got involved<br />
in publishing, beginning with a small<br />
service station magazine and developing<br />
it into the magazine you are reading now.<br />
<strong>Keith</strong> Berg is the publisher of <strong>Convenience</strong> &<br />
Impulse <strong>Retailing</strong>.<br />
“I grew up in a working class area in<br />
Sydney and always had one job or another<br />
earning pocket money,” said <strong>Keith</strong>. “I<br />
graduated from delivering papers, to<br />
being a golf caddy, to coaching younger<br />
kids in maths. I had two or three years at<br />
Woolworths, where they invited me to join<br />
their management trainee program. Even<br />
as a teenager I certainly loved retail, but<br />
didn’t really have much of a clue as to what<br />
I wanted to do – engineering, architecture,<br />
commerce, law – I just didn’t know.”<br />
“Mum and dad were Depression kids and<br />
insisted their three children have a good<br />
education. For me, it came down to finding<br />
a way to finance a university course and<br />
still be able to pay my way at home. As it<br />
turned out I was offered a Commonwealth<br />
Government university scholarship as well<br />
as private industry scholarship to study<br />
engineering full time. So engineering it<br />
was!”<br />
From engineering & BBQs to<br />
sales<br />
In 1973, <strong>Keith</strong> graduated from the University<br />
of NSW but says his heart was never really<br />
in an engineering career.<br />
“I spent the next six or seven years<br />
working as a project and maintenance<br />
engineer for ICI, Philips Petroleum and<br />
then Comalco. I liked engineering for sure,<br />
but I never really saw it as a lifetime career<br />
and had already begun a part time degree<br />
in marketing.”<br />
“Mind you, the degree in marketing was<br />
a bit of a disappointment. I don’t know<br />
what I really expected, but I didn’t expect<br />
a bunch of career academics who hadn’t<br />
actually gone out into the world and sold<br />
anything. To my undying shame I got fed up<br />
and walked away in the final year without<br />
graduating.”<br />
<strong>Keith</strong>’s next move was to open a factory<br />
manufacturing indoor barbecues, specialty<br />
cookers and kitchen ventilation equipment,<br />
shortly followed by a 300 sq m outdoor<br />
living store. “In my youthful exuberance, I<br />
bit off rather more than I could chew and<br />
went belly up after about four years. The<br />
exercise left me broke, divorced and with<br />
glandular fever. It took almost a year to get<br />
myself together again.”<br />
“I had always been attracted to building<br />
and design and had done some study and<br />
got a builders licence during my years as<br />
a barbecue expert. So, at age 34, I joined<br />
AV Jennings Home Improvements, where<br />
I ended up as Sales & Finance Manager,<br />
without the burden of knowing very much<br />
either about sales or about finance.”<br />
And to petrol & publishing<br />
Two years later, <strong>Keith</strong> received a job offer<br />
from one of his former marketing lecturers,<br />
who had taken over a sales promotion<br />
company. There he met Robyn Bennett,<br />
who co-founded Berg Bennett Pty Ltd, the<br />
publisher of <strong>Convenience</strong> & Impulse <strong>Retailing</strong>.<br />
“I had won the English prize at high<br />
school, but never really thought of myself<br />
as a writer. Anyhow, Robyn and I started a<br />
little company which offered commercial<br />
writing services. Robyn was a very clever<br />
wordsmith and taught me how to write for an<br />
audience. We wrote direct mail campaigns,<br />
brochures and company newsletters and<br />
developed quite an impressive client list. It<br />
was impressive to us anyway.”<br />
In 1987, <strong>Keith</strong> & Robyn were invited to<br />
take over the writing and production of<br />
a small in-house magazine for the NSW<br />
Service Station Association.<br />
“My partner, Robyn, was less than keen<br />
on the service station mag, but I loved it<br />
from the moment we started,” said <strong>Keith</strong>.<br />
“I liked the industry. I liked the people. I<br />
was fascinated by the friction between the<br />
oil majors and their dealers and spent far<br />
more time on the servo magazine than was<br />
perhaps warranted. It had a circulation of<br />
just 1,800 and was losing money.”<br />
“After a year or two, the Association<br />
invited us to take over the magazine and<br />
assume all of the commercial risk. We put<br />
in a lot of time and money and, in 1990,<br />
relaunched Service Station as Australia’s<br />
only national magazine for the retail<br />
petroleum industry. A year or so later, it<br />
was beginning to get its head above water.<br />
But Robyn wasn’t enjoying petrol at all, so<br />
I bought out her share of the business and<br />
pressed on with a concept for an industry<br />
trade show.<br />
“I had no idea how to put on a trade<br />
show and went looking for a company to<br />
partner with. The industry associations I<br />
approached thought it was either too risky<br />
or far too ahead of its time.”<br />
The Exhibitions followed<br />
<strong>Keith</strong> formed a partnership with an<br />
independent exhibition company and<br />
staged the Service Station 92 expo at<br />
Darling Harbour in Sydney. It has very<br />
successful. Two similar exhibitions<br />
followed at two year intervals in Melbourne<br />
and Brisbane before <strong>Keith</strong>’s company<br />
bought out the partnership. Exhibitions<br />
continued every second year in Sydney<br />
and Melbourne under the umbrella of the<br />
magazine. The most recent was C-Store<br />
2008 in Melbourne, with the next due in<br />
Sydney in March 2011.<br />
But <strong>Keith</strong>’s casual manner belies the<br />
fact that the growth of his business has<br />
been anything but plain sailing. He and his<br />
company have been sued several times by<br />
a number of rival publishers with interests<br />
in the convenience area. All failed. Two well<br />
known trade associations have separately<br />
attempted to organise boycotts of his<br />
company, also without success.<br />
“Mind you, we had a huge amount of<br />
industry support. But it was obvious that<br />
there were some people who didn’t want<br />
us around. Maybe they either wanted to<br />
own an industry publication or trade show<br />
for whatever reasons, or had had a go<br />
themselves and been disappointed with the<br />
results. You’d have to ask them. I think the<br />
future is far more interesting than the past.<br />
C&I has grown to become Australia’s<br />
largest retail trade magazine. With each<br />
expansion, the title has changed. It’s gone<br />
from Service Station, to Service Station &<br />
<strong>Convenience</strong> Store News, to <strong>Convenience</strong><br />
Store News to <strong>Convenience</strong> & Impulse<br />
<strong>Retailing</strong> (C&I) today.<br />
“These changes reflected what has been<br />
happening in the industry. While industry<br />
experts endlessly debated the definition<br />
of a convenience store, customers were<br />
making definitions of their own. These<br />
days every FMCG retailer is chasing the<br />
convenience dollar and C&I is trying to<br />
address this reality.”<br />
The formula is simple<br />
“We have always had a very simple formula.<br />
Any convenience and impulse retailer<br />
should be able to pick up our magazine and<br />
quickly learn something useful. But a simple<br />
formula takes a lot of work and I have been<br />
blessed with the most outstanding team in<br />
Australian trade publishing.”<br />
<strong>Keith</strong>’s staff tend to stay with the<br />
company for a long time. The most recent<br />
arrival has been with the company for<br />
four years, ranging to 15 years.<br />
“We have a pretty relaxed office where<br />
it’s OK to turn up in your shorts. Mind you,<br />
our aircon sometimes makes it necessary<br />
to turn up in your shorts!<br />
“I don’t like to see people working long<br />
hours because I think having time for<br />
family makes you better in your job and<br />
my staff is certainly proof of that.”<br />
<strong>Keith</strong> has been married for 17 years. He<br />
and his wife, Denise, have two daughters<br />
aged nine and thirteen. He has been an<br />
amateur fish keeper for many years, likes<br />
buying and selling property and has spent<br />
the last ten years restoring a 12 metre<br />
boat. Always the engineer and amateur<br />
inventor, he still spends time tinkering<br />
in his home workshop and holds three<br />
world patents.<br />
“I don’t work the crazy hours I used to.<br />
When I got bowel cancer in 2002/3, my<br />
staff carried me. Now they do it all the<br />
time and I am grateful that it is they that<br />
have given me the chance to enjoy life a<br />
bit more.<br />
“As far as the future goes I’d like to<br />
further develop the business into the<br />
broader convenience channel, which is<br />
much bigger than traditional P&C. This<br />
year my work scene will be dominated by<br />
the detailed planning of next year’s C&I<br />
Convention & Expo.<br />
“At home, I like to spend plenty of time<br />
with Denise and the girls. If I can squeeze<br />
in the time, I’m going to try to design and<br />
build an off-road camper this year and<br />
maybe persuade the family to do a little<br />
outback exploring. Otherwise, I’m happy<br />
just being a trade publisher who mucks<br />
about with power tools.”<br />
ADVICE TO RETAILERS<br />
• Read <strong>Convenience</strong> & Impulse<br />
<strong>Retailing</strong><br />
• Pick everyone’s brains and then<br />
make your own decisions<br />
• Continue to experiment<br />
• Scream loudly for better trading<br />
terms<br />
ADVICE TO SUPPLIERS<br />
• Advertise in <strong>Convenience</strong> &<br />
Impulse <strong>Retailing</strong><br />
• Remember that little fish are<br />
sweet<br />
• Don’t let working for a big<br />
company make you lazy<br />
• To get the pertinent answer, ask<br />
the impertinent question<br />
<strong>February</strong> <strong>2010</strong> | C&I | www.c-store.com.au 7<br />
8388 Cstore JanFeb <strong>2010</strong> CS4.indd 7 21/01/10 11:48 AM