In the Brisbane retail landscape, being 'close by' is often the single biggest factor in a customer's decision-making process. Whether it’s a tradie looking for lunch in Geebung or a shopper strolling through James Street in Fortitude Valley, proximity creates opportunity.
However, most small businesses approach location-based marketing with a 'spray and pray' mentality. They set a massive radius on Facebook or Google and wonder why their conversion rates are abysmal. To win in 2026, you need to shift from broad targeting to hyper-local relevance. This guide breaks down how to use location-based promotions to capture attention exactly when—and where—it matters most.
The Shift from Proximity to Intent
Old-school location marketing was about being seen by everyone within 10 kilometres. Modern location-based promotions are about context. It’s the difference between showing an ad to someone sitting on their couch in Ipswich and sending a notification to someone currently walking past your storefront in the CBD.
When you stop over-extending your reach, you stop wasting money. Many businesses find that their 20km ad radius is actually diluting their message. By tightening your focus, you can afford to offer better incentives to the people most likely to walk through your door right now.
3 Practical Ways to Implement Location-Based Promotions
1. Geofencing with Purpose
Geofencing involves creating a virtual perimeter around a specific location. When a potential customer enters this area with their smartphone, they can receive a targeted ad or notification.The Strategy: Don’t just geofence your own shop. Geofence complementary businesses. Brisbane Example: If you run a boutique gym in Newstead, consider a geofence around local health food cafes during the morning rush. Offer a "Post-Coffee Power Session" pass to people already in the mindset of health and wellness.
2. The 'Last-Mile' SMS Offer
If you have a database of mobile numbers, you can use location triggers to send SMS offers. This is incredibly effective for hospitality and retail businesses during slow periods.The Strategy: Use time-of-day combined with location. Actionable Step: Send a "Local's Only" 2-for-1 drink offer between 4:00 PM and 5:00 PM to customers who have opted-in and are currently within 2 kilometres of your venue. This turns a quiet Tuesday into a profitable evening.
3. Google Maps 'Promoted Pins'
When people in Brisbane search for "Coffee near me" or "Mechanic open now," they are ready to spend. Appearing as a Promoted Pin on Google Maps highlights your business with a unique square icon, making you stand out from the standard circular pins.Integrating Promotion with Retention
A location-based offer is a fantastic way to acquire a customer, but it’s a wasted effort if they never return. The goal of a location-based promotion should be to transition a 'passer-by' into a 'regular.'
Too often, businesses focus on the initial hook but fail on the follow-up. While a discount gets them in the door, a robust digital loyalty ecosystem ensures they have a reason to come back when they aren't in the immediate vicinity. Your promotion should be the start of a relationship, not a one-off transaction.
Avoiding the 'Creepy' Factor
To make location-based promotions work in the Australian market, you must balance utility with privacy. If a customer feels tracked, they will opt-out. To keep it professional and effective:
1. Be Transparent: Clearly state why they are receiving the offer (e.g., "Since you're in the neighbourhood..."). 2. Provide Real Value: Don't ping someone for 5% off. Make the offer worth the interruption. 3. Frequency Caps: Limit how often a single user can trigger a location-based notification to avoid annoyance.
Getting Started This Week
You don’t need a massive tech budget to start. Begin by looking at your Google Business Profile and ensuring your service areas are accurately defined. Then, experiment with a small-scale Meta 'Reach' campaign targeted specifically at a 1-2km radius around your physical address during your quietest trading hours.
By focusing on the 'where' as much as the 'who,' you can ensure your marketing spend is working as hard as possible to drive physical foot traffic.
Ready to dominate your local Northside or Southside suburb? At Local Marketing Group, we help Brisbane businesses bridge the gap between digital ads and physical sales. Contact us today to build a location-based strategy that actually converts.