Why Local Events are a Goldmine for Brisbane Shop Owners
I’ve sat across the desk from hundreds of retail business owners from Chermside to Cleveland. The story is usually the same: "I’m paying for Facebook ads, I’m posting on Instagram, but the shop is quiet on Tuesday mornings."
If you want more people walking through your door with their wallets open, you need to stop chasing people on their phones and start meeting them where they are: at local events.
Most marketing experts will tell you to 'build brand awareness.' I’m telling you that’s a waste of time if it doesn't result in a sale. In this guide, I’m going to show you how to hijack local events—festivals, school fetes, or even just a busy Saturday at the local footy club—to actually make money.
The "Morningside Gift Shop" Reality Check
Last year, I worked with a lady who owns a small boutique gift shop in Morningside. She was spending $500 a month on 'boosted posts' on Facebook. When I asked her how many sales that brought in, she didn't know.
We cancelled the ads and spent that $500 on a small stall at a local primary school fete and some printed vouchers. By the end of that Saturday, she had 400 new people on her email list and made $1,200 in direct sales. More importantly, 50 of those people came into her actual shop the following week to redeem a voucher.
That is the power of local events. It’s not about 'likes'; it’s about putting your products in front of people who live five minutes away from your shop. Determining what marketing channels work best for your specific niche is the first step toward this kind of ROI.
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Phase 1: Choosing the Right Event (Don't Waste Your Saturday)
Not every event is worth your time. If you sell high-end jewellery, setting up a stall at a monster truck rally is a waste of money. You need to be ruthless with your time.
Ask these three questions before saying yes:
1. Are my customers actually there? If you run a baby clothing store, you want school fetes and park playgroups. If you run a bottle shop, you want the local bowls club tournament. 2. Can I actually sell something on the spot? If you can’t make a sale right then and there, you need a very strong way to get them into your shop later. 3. What is the 'Buy-In' cost? Some big Brisbane festivals charge $2,000 for a stall. For a small shop, that’s a lot of candles or coffees to sell just to break even. Start small.Types of Events That Work in Brisbane:
School Fetes: Perfect for family-focused businesses. The parents are usually local and have a bit of cash to spend on the weekend. Community Markets: (Like West End or Jan Powers) Great for testing new products, but the competition is high. Niche Club Events: Think car shows, garden clubs, or sporting finals. These are gold because the audience is highly specific.---
Phase 2: The "Hook" – How to Get People to Stop
People at events are distracted. They have kids screaming for fairy floss or they’re looking for the beer tent. You have about three seconds to grab their attention.
What NOT to do:
Do not just sit behind a trestle table looking at your phone. I see this at every local market in Brisbane and it drives me mental. You look bored, and bored people don't get sales.What TO do:
The "Show and Tell": If you sell kitchenware, be chopping something. If you sell clothes, have a mannequin styled perfectly. Movement catches the eye. The "Freebie" with a Catch: Don't just give away lollies. Give away something that requires them to give you their mobile number or email. "Win a $100 Hamper – just scan this code to enter." The Smell Factor: If you’re in food or candles, use scent. It’s the fastest way to pull someone off the path and toward your stand.The Case Study: The Paddington Pet Shop
We helped a pet supply shop in Paddington. Instead of just selling bags of kibble at a local 'Dogs in the Park' event, they set up a "Doggy Photo Booth." It cost them nothing but a bit of fabric and a smartphone.To get the photo sent to them, owners had to provide an email address. They collected 200 emails in four hours. The following Monday, they emailed everyone a "15% off your first wash" coupon. Their grooming bookings tripled for the month. This strategy is a great example of closing the leak in your sales funnel by capturing lead data immediately.
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Phase 3: Turning an Event Visitor into a Long-Term Customer
This is where 90% of business owners fail. They go to the event, they have a good day, they go home, and they never speak to those people again.
The event is just the start. The money is made in the follow-up.
1. The Physical Voucher
Never let someone leave your stall without something in their hand. Not a business card—business cards go in the bin. Give them a 'Golden Ticket.' Bad: "Visit our shop in Indooroopilly!" Good: "Bring this card in for a FREE coffee with any muffin. Valid this week only."2. The "Local Only" Offer
Tell people, "We’re just down the road on Logan Road. If you mention you saw us at the fete today, I’ll give you 10% off for the next month."3. Capture the Lead
If you don't get a way to contact them (phone or email), you’ve wasted your Saturday. Use a simple QR code on a big sign that goes to a basic form. Keep it simple: Name, Email, Suburb.---
Phase 4: Budgeting and Costs (The Brutal Truth)
Let’s talk about money. Marketing isn't free, even if it’s just your time.
Stall Fees: Expect to pay $50 - $150 for a local school fete. Major festivals can be $500 - $2,500. Equipment: A decent gazebo (don't buy the $40 ones from Bunnings, they blow away in a Brisbane storm), a folding table, and some clear signage will cost you about $400 upfront.
- Staffing: If you can’t run it yourself, you’re paying someone at least $30/hr on a weekend.
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Common Mistakes to Avoid
1. Too much 'Stuff': Don't bring your whole shop. Bring your top 3 best-sellers. Too much choice makes people keep walking. 2. No Signage: If I can’t tell what you sell from 10 metres away, you’ve failed. Use big, clear text. No fancy fonts. 3. Hiding: Stand in front of your table, not behind it. Smile. Talk to people about the weather. Be a human, not a vending machine.
Your Action Plan for Next Month
1. Find one event: Look at the Brisbane City Council website or local Facebook community groups. Find one event happening in the next 30 days within 5km of your shop. 2. Book it: Don't overthink it. Just pay the fee. 3. Create a 'Bait' offer: What is one thing you can give away or discount to get people to give you their email address? 4. Show up and work: Be the loudest, friendliest person there. 5. Follow up: Send that email or SMS the very next Monday.
Local events are the fastest way to prove to your neighbours that you exist. In a world where everyone is shouting online, being the friendly face at the local park is how you win.
Need help getting your shop noticed? At Local Marketing Group, we help Brisbane businesses get more customers without the technical fluff. If you want a website that actually works on phones and brings in enquiries, or you want a plan to dominate your local suburb, let’s chat.