Why Your Best Customers are Right Under Your Nose
I was chatting with a cabinet maker in Geebung a few weeks ago. He was frustrated. He’d spent three grand on Facebook ads, and all he got was a bunch of 'tyre kickers' from the Gold Coast who went quiet the moment he mentioned his call-out fee.
I asked him, "How many people on your street actually know what you do?"
He went quiet. The truth is, most small business owners in Brisbane are so busy looking for the 'magic button' on the internet that they forget the most powerful tool they have: their local community.
Community marketing isn't about being 'nice' or doing charity work for the sake of it. It’s about making sure that when someone in Chermside needs a plumber, or someone in Bulimba needs an accountant, your name is the only one they think of. It’s about building a reputation so strong that you don't have to fight for every lead.
The "Local Hero" Strategy
Most marketing advice you read online is written for big companies with massive budgets. They talk about 'brand awareness' and 'reach'. For a small business owner, that’s just code for wasting money.
Real community marketing is about being present where your customers live, work, and play. If you can own your suburb, you stop competing on price. People buy from people they know, or at least, people they’ve seen around.
1. The Power of the Local Footy Club (and why it works)
I’ve seen dozens of Brisbane businesses waste money on 'sponsorships' that are just a logo on a fence. That’s a start, but it won’t make your phone ring.
If you’re going to sponsor the local netball team or the Morningside Panthers, you need to show up. Don't just pay for the sign; offer a 'Members Only' deal. Tell the club: "Anyone who mentions the Panthers gets 10% off their first service, and I’ll donate another $50 back to the club for every job I book."
Now, you aren't just a logo. You’re the guy who supports the team. You’re a mate. This is how you get more referrals without having to beg for them. You’ve given them a reason to talk about you.
2. Partnering Up with Other Locals
Look at the shop next door or the business down the street. If you’re a dog groomer, the local vet isn't your competition—they’re your best friend.
I worked with a gym owner in Milton who was struggling to get new members. We set up a simple 'local loop'. He gave the coffee shop next door free 7-day passes to hand out to their regulars. In return, he put the coffee shop's menu in his lobby and told his members they’d get a free upgrade on their latte if they showed their gym key tag.
It cost neither of them a cent in advertising. They just swapped customers. This is the fastest way to get local customers because the trust is already there. The coffee shop owner already has the customer's trust; when they hand over your pass, that trust transfers to you.
What’s a Waste of Money?
Let’s be blunt: most 'community' magazines that get tossed in your letterbox and end up straight in the bin are a waste of your hard-earned cash. If the person selling you the ad can’t tell you exactly how many phone calls the last plumber got from it, walk away.
Also, avoid any 'networking groups' that feel like a cult and demand you show up at 6:00 AM every Tuesday just to drink bad coffee and pass around business cards to people who aren't your target market. Your time is better spent actually being in the community.
How Much Does This Cost?
Community marketing is usually 'time-heavy' rather than 'cash-heavy'.
- Sponsorships: Can range from $500 to $5,000 a year depending on the club. - Joint Ventures: Usually $0, just the cost of printing some vouchers or flyers. - Local Events: Maybe a few hundred dollars for a stall or some giveaway items.
The real cost is your time. You have to be willing to talk to people, shake hands, and follow up. If you're too busy to do that, you might be better off sticking to paid ads—but be prepared to pay the 'laziness tax' in higher lead costs.
How Long Until You See Results?
This isn't a 'turn it on today, get calls tomorrow' strategy. If you need sales by Friday to pay the subbies, go run some Google Ads.
Community marketing is a 'slow burn'. It usually takes 3 to 6 months before you start hearing people say, "I’ve seen your van around," or "My mate at the footy club mentioned you." But once that engine starts running, it’s hard to stop. It creates a steady stream of high-quality leads that don't dry up the moment you stop spending money on ads.
What Should You Do First?
If you want to start owning your local area this week, do these three things:
1. Identify your 'Power Partners': List three businesses in your suburb that serve the same customers as you but don't do what you do. Go talk to them. Don't ask for anything—just introduce yourself and ask how you can help them. 2. Claim your physical space: If you’re a tradie, get a high-quality sign for the job site. If you have a shop, make sure your signage is clear and inviting. People need to see your name repeatedly before it sticks. 3. Check your digital 'front door': Before someone from the local community calls you, they will Google you to make sure you're legit. If your online details are wrong, you've lost them. Make sure your business shows up correctly on maps and local searches so they can actually find your phone number.
The "Brisbane Reality" Check
We live in a big city that acts like a series of small towns. People in Sandgate don't want to hire a guy from Ipswich if they can help it. They want someone who knows the local area, someone they might run into at the shops.
I’ve seen a small landscaping business in Paddington grow to four crews just by being 'the' Paddington landscaper. They didn't have a fancy website or a huge marketing budget. They just made sure every single person in that suburb saw their trucks, saw their work, and heard their name at the local school fete.
Stop trying to win the whole of Queensland. Win your suburb first. The profit margins are better, the travel time is lower, and the customers are much more loyal.
Need help making your business the talk of the suburb? At Local Marketing Group, we help Brisbane businesses stop wasting money on marketing that doesn't work and start getting more phone calls from the people who matter. Contact us today and let’s get your phone ringing.