How to Create an Event Marketing Email Strategy
Introduction Creating an effective event marketing email strategy is a key part of event marketing efforts. No matter how much effort you put into planning
July 30, 2025
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TSE has a team of professionals dedicated to promoting your live entertainment event. Whether it’s a concert, fair or festival we can help you market it. From extensive channel research to creating content, our team can handle everything from beginning to end. We work with you and your team and are responsive and transparent. We strive to maintain open and consistent communication during the development and execution of an event marketing plan.
Our team takes a holistic approach to event promotion, selecting the online and offline channels that will bring you the best success. Keeping your budget and goals in mind, we build a custom plan that will cover the broadest audience and make the biggest impact that your budget will allow.
The Texas Rodeo Saloon in Katy, Texas, was launching its Latin Night series with a major kickoff event featuring Grammy-winning Tejano legend David Lee Garza y Los Musicales on July 3rd, 2024. However, as a brand-new venue, Texas Rodeo Saloon faced a major challenge: it had no built-in audience or following to promote the event to. Without an established customer base, the venue needed a strong, highly targeted marketing campaign to ensure a successful launch.
To overcome this challenge, we executed a data-driven marketing campaign that focused on the right audience and platforms to maximize event attendance. Our approach included:
We crafted highly targeted ads focused on Tejano music fans in the Houston and Katy area. Since the venue had no existing followers, we built our audience using demographic and interest-based targeting around Tejano music lovers.
Because we couldn't rely on the venue’s non-existent following, we utilized David Lee Garza’s robust fan base to build lookalike audiences, ensuring that the ads reached engaged Tejano music fans who were likely to attend.
To maximize attendance, we geotargeted ads to Tejano music fans within a 50-mile radius of Katy, Texas, focusing on niche Tejano-heavy communities.
We tapped into some key relationships with independent Tejano radio stations and internet radio DJs to spread the word about the event, ensuring a strong grassroots push in addition to digital efforts. Even in a digital age word of mouth pays off and shouldn't be overlooked.
We created excitement leading up to the event with countdowns, video clips, and content to encourage shares and organic reach.
While we handled targeted digital advertising and Tejano radio outreach, the venue’s internal marketing team focused on geo-fencing campaigns targeting competitor venues. We worked closely with their team to align strategies, ensuring a cohesive and well-rounded promotional effort. As a marketing partner, we believe in collaborating with in-house teams to maximize results and build long-term success to our clients.
Our focused marketing campaign delivered incredible results for the Texas Rodeo Saloon’s Latin Night kickoff concert:
Despite having no built-in audience, the venue saw an overwhelming turnout, proving the success of our targeted marketing approach.
The event promotions generated a high level of awareness and excitement, contributing to a buzz that extended beyond just digital platforms.
Despite having no built-in audience, the venue saw an overwhelming turnout, proving the success of our targeted marketing approach.
This case study highlights how a strategic marketing campaign can overcome even the toughest challenge, like launching an event at a brand-new venue with no existing audience. By leveraging a data-driven Meta ads strategy, Tejano radio partnerships, audience lookalikes, and working in collaboration with the venue’s in-house marketing team, we ensured a highly successful Latin Night launch for Texas Rodeo Saloon.
The City of Karnes City, Texas, reached out to TSE to grow attendance and engagement for its annual Founders Day celebration. While the 2023 event attracted a respectable 2,476 attendees, there was an opportunity to expand its reach, draw in more visitors, and enhance the overall community participation. The city needed a data-driven marketing approach to maximize visibility and attendance for the 2024 event.
To achieve these goals, TSE developed and executed a highly targeted marketing strategy using Meta’s advertising platform. Our approach included:
We leveraged demographic and interest-based targeting to reach families, local event-goers, and community members most likely to attend the event.
We designed visually engaging ads with strong calls to action, highlighting key attractions like live entertainment, the founders day parade, and the annual fireworks show.
By strategically placing ads on Meta, we ensured maximum visibility and engagement with the right audience.
Our social media content strategy included interactive posts to build excitement leading up to the event.
We re-engaged users who had shown interest in the event but had not yet committed to attending, ensuring a higher touchpoints along the user journey.
The results were nothing short of remarkable:
Founders Day 2024 drew an impressive 4,473 attendees—a staggering 80.7% increase from the previous year.
Our campaign generated a significant increase in event interactions across social media platforms.
The event’s success not only benefited attendees but also strengthened the city's reputation as a thriving community hub for annual celebrations.
The best answer is a well-attended, profitable event that provides an unforgettable experience for attendees.
After all, putting on a live concert or festival events is expensive. Many don’t make money; at least at first. Whether it is through ticket purchases or a successful turnout for your sponsors’ dollars, the success of your live concert event or festival is all dependent on how many people attend. That depends on an event promotion strategy.
Many festival and live entertainment events draw upon volunteers to do much of their event marketing. Others chose the same strategy to market their events year after year. Have you ever thought about the fact that you may be leaving dollars on the table because you are not using an experienced entertainment event marketing agency to help you with promoting your concert or festival?
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