Why Most 'Community Marketing' is a Total Waste of Money
I was sitting down with a landscaper in Chermside a few weeks ago. He was frustrated. He’d spent three years paying for a sign at the local footy club, donated prizes to three different school raffles, and spent his Saturday mornings 'networking' at local breakfast groups.
His bank account? It didn't look any different. His phone? It wasn't ringing any more than usual.
He asked me, "Is this community stuff just a load of rubbish?"
Here’s the truth: Most community marketing is a black hole for your cash. If you’re doing it because you think you 'should' or because a local committee member guilt-tripped you into a sponsorship, you’re probably losing money.
But, when you do it right, community marketing is the most powerful way to build a business that people actually trust. In a world where everyone is shouting on Google, being the 'local legend' is how you win.
Today, I’m going to break down the three main ways I see Brisbane business owners try to get involved locally. I’ll show you what works, what’s a scam, and how to actually make a profit from your backyard.
---
Approach 1: The 'Chequebook' Strategy (Sponsorships)
This is the most common path. A local school, cricket club, or bowls club approaches you. For $2,000, you get your logo on a fence. For $5,000, you’re the 'Platinum Partner'.
The Reality
Most business owners think that putting their logo on a jersey means people will see it and instinctively call them when their toilet leaks or they need a lawyer. It doesn't work like that. People are at the footy to watch the footy, not to memorise the phone number on a winger's shorts.I’ve seen dozens of businesses fall into the trap where sponsorship failing to actually drive any real sales happens because there’s no follow-up. You aren't buying customers; you’re buying a warm feeling. Warm feelings don't pay the rent.
Does it make money?
Only if you are active. If you just pay the money and walk away, you’re just making a donation. If you want a return, you need to be at the club, talking to people, and offering a 'member-only' deal that actually gets them to pick up the phone.Verdict: Mostly a waste of money for small businesses unless you have a massive budget and a lot of spare time to hang out at the clubhouse.
---
Approach 2: The 'Digital Footprint' (Local Online Presence)
This is the modern version of community marketing. It’s about making sure that when someone in your suburb looks for help, you are the first person they see. This isn't about fancy national campaigns; it’s about winning your 5km radius.
The Story of the Morningside Plumber
We worked with a plumber who was getting zero calls from his own neighbourhood. He lived in Morningside, but all his work was out in Ipswich. Why? Because online, he didn't exist in the local community.When people in Morningside searched for a plumber, they found three other guys who had their act together online. He was effectively invisible. If people can't find you on the map, they can't call you. Often, a national strategy failing is the culprit—businesses try to target 'Brisbane' instead of winning their specific suburb first.
How to do it right
1. Google Maps: This is your digital shopfront. If your profile is messy or has no photos, you're losing money every day. 2. Local Reviews: One review from a person in your street is worth ten reviews from people across the country. Google sees that local connection. 3. Community Groups: Facebook groups like 'Northside Community' can be goldmines, but only if you aren't spammy. Stop posting ads and start answering questions.Verdict: Essential. This is where the highest 'bang for buck' lives. It costs very little but requires you to pay attention to how you look online.
---
Approach 3: The 'Value First' Strategy (Events and Education)
This is the 'long game', and it’s what the most successful Brisbane businesses do. Instead of asking for money (ads) or buying a sign (sponsorship), you provide value to the community first.
The Example: The Garden Centre in Samford
Instead of running '10% off' sales (which usually just attracts tyre-kickers), this business started running free Saturday morning workshops on 'How to keep your lawn green in a QLD summer'.They didn't charge for the workshop. They gave away free coffee.
What happened? Fifty locals showed up. They saw the owners were experts. They felt they owed them a bit of loyalty. By the end of the day, almost every person there bought fertiliser, tools, or plants. More importantly, when those people needed a big landscaping job six months later, who do you think they called?
This is about engineering digital echoes through word of mouth. One good event creates a hundred conversations.
Why this beats discounting
When you offer a discount, you’re telling the world your service isn't worth full price. You attract people who only care about the lowest dollar. When you offer expertise or a community service, you attract people who value quality.Verdict: Highly effective for professional services and high-end tradies. It builds a 'moat' around your business that competitors can't touch.
---
Comparison: Which one should you pick?
Let’s look at the numbers and the effort required for a typical Brisbane small business.
| Strategy | Cost | Time to Results | Risk Level |
|---|---|---|---|
| Sponsorships | High ($2k - $10k+) | Very Slow | High (Low ROI) |
| Digital/Maps | Low to Medium | 1 - 3 Months | Low (Proven) |
| Community Events | Medium (Time heavy) | Immediate Sales | Medium (Needs effort) |
What should you do first?
If I were sitting in your office today, here is the order I’d do things in:1. Fix your digital backyard. Make sure you show up on the map when people in your suburb search for what you do. If you aren't in the top 3, you are losing money to the guy down the road. 2. Stop the 'dumb' spending. Cancel the sponsorships that haven't sent you a single lead in six months. Use that money for something else. 3. Be helpful in local groups. Spend 10 minutes a day on Facebook or local forums actually helping people. Don't sell. Just help. Your reputation will grow naturally. 4. Host something. If you have a physical shop or office, get people in the door for a reason other than 'buying something'.
The 'Local' Trap: Don't Be a Ghost
The biggest mistake I see Brisbane business owners make is being a 'ghost' in their own community. They live in Paddington, work in Paddington, but their marketing looks like it was written by a robot in Sydney.
People in South East Queensland are loyal, but they aren't stupid. They can tell when a business actually cares about the area versus when they are just 'renting' space.
I remember a mechanic in Geebung who started sponsoring the local 'Driver Ed' program for the high school. He didn't just give money; he showed up and taught the kids how to check their oil and change a tyre. He didn't ask for business.
Within a year, he had the parents of half those kids coming to him for services. Why? Because he wasn't just a business; he was a neighbour.
How to Measure Success
Stop looking at 'likes' or 'reach'. They don't pay bills. Ask your customers one simple question: "How did you hear about us?"
If the answer is "I saw you at the school fete" or "I saw your helpful post in the community group," then your strategy is working. If the answer is always "Google," then keep doing what works there, but don't waste your time on the other stuff.
Summary: Your Action Plan
Marketing shouldn't be a mystery. It’s just about being the person people think of first when they have a problem.
1. Check your Google Map listing today. Is the phone number right? Are there recent photos? If not, fix it. It's the easiest money you'll ever make. 2. Evaluate your sponsorships. If you can't point to at least three customers that came from that $3,000 sign, don't renew it next year. 3. Find a way to be useful. What's one thing you know that your neighbours don't? Share it for free.
Building a business in Brisbane is about relationships. You don't need a million-dollar ad budget; you just need to be the most helpful person in your suburb.
Ready to stop guessing and start growing?
If you’re tired of wasting money on marketing that doesn't work, let’s have a chat. We help Brisbane businesses get more phone calls and more customers without the jargon.
Contact Local Marketing Group today and let’s get your phone ringing.