Stop Ignoring the Crowds on Your Doorstep
I see it every time there’s a street fair in Paddington or a twilight market in Bulimba. Hundreds of people are walking right past local shops, and the owners are sitting inside behind the counter, looking at their phones, wondering why nobody is coming in.
Most business owners think local events are a nuisance. They complain about the parking, the noise, or the fact that the 'wrong kind' of people are out and about. That is a massive mistake.
If there are 5,000 people walking past your front door, and you aren’t making money from it, you aren’t just missing out—you’re basically throwing cash away. We’ve worked with retailers across Brisbane who have turned a single Saturday festival into their biggest sales day of the quarter.
This isn't about "brand awareness" or "engagement." It’s about getting people to stop walking, turn 90 degrees, and spend money in your shop. Here is how you actually make money from local events.
The “Stop the Walk” Strategy
People at events are in a "browsing" mindset. They have time, they likely have a bit of spending money in their pocket, and they are looking for something interesting. However, if your shop looks exactly the same as it does on a quiet Tuesday morning, they will walk right past you.
To get results, you need to break their stride. I’ve seen a boutique in West End double their Saturday takings just by moving two racks of sale items onto the footpath (with the right permits, of course) and playing music that matched the festival vibe.
You need to get more customers inside by making the entrance to your shop look like part of the event, not a barrier to it. If the event is outside, your business needs to be outside too.
Practical Quick Wins:
The 3-Second Rule: If a person walking past can’t tell exactly what you sell and why they should care within three seconds, you’ve lost them. The Visual Hook: Use a physical “disruptor.” This could be a chalkboard with a joke, a free water station for dogs, or a high-demand item priced to move quickly. Open the Doors: Literally. If you have air conditioning, I know it feels like wasting money, but a closed door is a psychological wall. Open it wide.Data Doesn't Lie: Why Events Work
Let’s look at the numbers. On a standard day, your shop might get 100 people walking past. If 5% come in, that’s 5 people. If you convert 20% of those, you’ve made 1 sale.
During a local event, that foot traffic might jump to 2,000 people. Even if your “entry rate” stays at 5%, you now have 100 people in your shop. This is where you need to focus on how to turn every visitor into a customer so you don't waste that massive influx of potential profit.
If you don't change your approach during an event, you are essentially trying to run a marathon with your shoelaces tied together. You have the volume; you just need the system to capture it.
Three Ways to Cash In on Local Events
1. The "Event-Only" Offer
Don't just offer 10% off everything. It’s boring and nobody cares. Create an offer that is specific to that day.For example, we worked with a gift shop near a school fete. They created "Fete Survival Kits"—a small bag with a cold water, a sunblock stick, and a $10 voucher for their shop. They sold them at cost on the sidewalk. They didn't make money on the kits, but 40% of the people who bought one came back into the shop within two hours and spent an average of $45.
2. Capture the Data (The Real Gold)
Not everyone will buy today. That’s the reality. But if 500 people walk into your shop and leave without you getting their mobile number or email, you’ve failed.Run a simple prize draw. "Win a $200 Hamper - Enter your details here." Use a physical bowl with business cards or a simple tablet. This allows you to invite them back next week when the event is over and the streets are quiet. This is how small shops can win more sales against the big guys who treat every customer like a number.
3. Partner Up
If you run a clothing store, partner with the coffee shop next door. "Show your receipt from [Coffee Shop] and get a free gift with any purchase over $50." It costs you nothing to set up, and it turns their customers into your customers.What is a Waste of Money?
I’m going to be blunt: most traditional "event sponsorship" is a total waste of money for a small shop.
Paying $500 to have your logo on the back of a fun-run t-shirt or on a banner at the local footy club rarely results in a direct sale. Unless that sponsorship comes with a physical presence or a direct way to track customers coming to your door, keep your wallet closed.
Spend that $500 on better signage, extra staff for the day so customers aren't waiting in line, or a high-quality "loss leader" (an item you sell at a loss just to get people in the door).
Realistic Timelines and Costs
Cost: You can do this for as little as $50 (a chalkboard and some balloons) or up to $1,000 (extra stock, temporary staff, and professional outdoor signage). Time to see results: Immediate. You will know by 4:00 PM on the day of the event whether your strategy worked based on the till total. Preparation: Start planning at least 4 weeks out. You need time to get permits from the Brisbane City Council if you’re using the footpath, and you need to ensure your stock levels are high enough.What Should You Do First?
1. Check the Calendar: Look up the Brisbane event calendar for your suburb for the next three months. Mark every school fete, street festival, and major sporting event. 2. Audit Your Entrance: Walk across the street from your shop. Look at it. Does it look inviting? Does it look like it's part of the community? If not, fix it. 3. Staff Up: The quickest way to lose money during an event is to have a long queue at the counter. People will look in, see the wait, and leave. If you expect double the foot traffic, you need double the hands on deck.
The Bottom Line
Local events are a gift for Brisbane retailers. The council and community groups are doing the hard work of spending thousands of dollars to bring people to your street. Your only job is to be the most interesting thing they see when they get there.
Stop complaining about the parking and start focusing on the profit. If you want help figuring out how to turn your shop into a customer magnet during the next local event, reach out to us.
At Local Marketing Group, we help Brisbane business owners stop guessing and start growing.
Ready to get more customers through your door? Contact Local Marketing Group today.