How to Leverage Local Events to Promote Your Business

Whether it’s a farmers’ market, a sports competition, or a community festival, engaging with these events can significantly boost your business.

Many local events look for sponsors to help fund activities. By sponsoring an event, you can:

Have your logo displayed on banners, promotional materials, and event websites.
Gain a speaking opportunity or a featured mention in event programs.
Distribute branded merchandise like tote bags, water bottles, or flyers.

💡 Tip: Opt for events that align with your business. If you run a fitness studio, sponsor a local fun run or sports event.

2. Host a Booth or Pop-Up Stall

If the event allows vendor participation, set up a booth where you can showcase your products or services.

Offer samples or demonstrations to engage attendees.
Collect customer details for future marketing (offer a giveaway to encourage sign-ups).
Have an interactive element such as a game, photo booth, or lucky draw to attract more people.

💡 Trick: Use QR codes on your signage to lead people to your website or social media, making it easy for them to follow your business.

3. Get Involved in the Event Activities

Rather than just being a spectator, actively participate in the event.

If there’s a charity run, have a team representing your business.
Join panel discussions or workshops related to your industry.
Offer free classes or mini sessions if applicable (e.g., a yoga studio can run a free 10-minute stretch session).

💡 Tip: Engaging directly with the audience fosters trust and builds relationships with potential customers.

Social media is a powerful tool to amplify your presence at local events.

Before: Announce your participation, create a countdown, and use event hashtags.
During: Post live updates, stories, and engage with attendees through social media.
After: Share event highlights, tag attendees, and follow up with new connections.

💡 Trick: Offer a special discount code to event attendees and promote it on social media.

5. Network with Other Local Businesses

Events are a great place to build partnerships with fellow business owners.

Exchange business cards or QR-coded contact details.
Collaborate on future promotions, giveaways, or cross-promotions.
Join local business groups or associations that host regular networking events.

💡 Tip: Even if the event isn’t highly sales-driven, the relationships you build can lead to long-term business growth.

6. Offer Event-Exclusive Deals

Encourage attendees to visit your business by offering special event-only deals.

Provide a discount for those who mention the event.
Offer a buy-one-get-one-free deal for event participants.
Hand out limited-time vouchers to drive post-event sales.

💡 Trick: If you have a digital product or service, give attendees a free trial or special access as a thank-you for engaging with your business.

7. Use Local Media & Community Platforms

Promote your involvement in the event through:

Local newspapers and radio stations.
Facebook community groups and local event directories.
Collaborating with event organisers to be featured in their marketing materials.

💡 Tip: Send a press release about your business’s involvement to local media outlets for potential coverage.

8. Boosting Local SEO and Website Traffic

Participating in local events can also improve your online presence and SEO rankings (aka Temporal SEO).

Earn backlinks: Many event websites, news sites, and community blogs will mention participating businesses and link to their websites, which helps with search engine rankings.
Improve local search visibility: If your business is mentioned in event listings and local directories, it strengthens your presence in Google’s local search results.
Increase website traffic: More people searching for event-related information might discover your business through event pages, social media, and blog posts.
Generate user content: Encourage attendees to tag your business in their photos and reviews, increasing engagement and credibility online.

💡 Tip: After the event, write a blog post recapping your participation and experiences, incorporating keywords related to the event to attract local search traffic.

Final Thoughts

Engaging with local events is an excellent way for small Australian businesses to connect with their community, build relationships, and drive more customers to their brand. By being proactive and creative, you can turn these events into valuable marketing opportunities that help grow your business.

🔹 Which local event will you leverage next? Start planning today!