When it comes to promoting shows, it’s easy to overlook how much a solid marketing strategy can make or break ticket sales. And while we all know content is king, having the right content in the right place—and getting artists on board with sharing it—can feel like herding cats.

That’s where a well-organized asset library and a platform-specific approach come in. Let’s break down why having diverse assets at your fingertips matters, how to make sure your content hits just right for each platform, and how to get artists to promote their shows like they’re supposed to (without pulling your hair out).

Check out the below clip from our Make More Money webinar, "The Venue/Promoter Relationship", where venue owner Glenn Boothe shares his experience in event marketing for venue shows.

Why You Need a Solid Asset Library

Picture this: you’re about to launch promotions for an upcoming show and need visuals, videos, maybe even a quote from the artist. Instead of scrambling for blurry photos or digging through email threads for logos, imagine having everything you need organized in one place. That’s where an asset library comes in.

A good asset library gives you easy access to high-quality images, logos, videos, and more, so you’re not wasting time chasing down materials. It’s not just about having enough content, either—it’s about having the right content. You’ll need different formats (landscape, portrait, square) and a variety of visuals that you can repurpose across platforms.

Plus, a diverse asset library lets you keep your content fresh. Whether you’re pushing out an Instagram post, a Facebook event cover, or a quick promo video for TikTok, you’ll always have what you need to make it pop.

Tailoring Content for Each Platform

Not all platforms are created equal, and your marketing strategy shouldn’t be one-size-fits-all. Instagram’s all about eye-catching visuals and short captions, while TikTok loves those snappy, behind-the-scenes clips. On Facebook, you can dive a little deeper with event descriptions and updates, and newsletters. That’s where you can get personal and really connect.

The key is repurposing your assets smartly. That killer promo video might work as-is for TikTok, but it probably needs a little trimming and subtitles for Instagram Stories. A long artist bio may work for your email blast, but for Twitter, it’s about boiling it down to the most memorable quote.

Tailoring content for each platform makes sure it resonates with your audience where they’re most engaged—and gets them excited to hit “buy” on those tickets.

Getting Artists to Promote (Without the Headache)

Here’s the tricky part: artists don’t always want to promote their own shows. They’re focused on the music, and sometimes the idea of crafting the perfect post is just not on their radar. But if you want the best results, getting them on board is essential.

The best move? Make it super easy for them. Provide ready-to-go assets, pre-written captions, and anything else they can quickly share with their fans. The easier you make it, the more likely they are to actually do it. Plus, fans want to hear directly from the artist—it adds a personal touch that the venue alone can’t replicate.

Setting expectations early helps, too. Some venues are adding promotion requirements into artist contracts, so everyone’s on the same page from day one. A little structure can go a long way in making sure artists pull their weight when it comes to promo.

Wrapping It Up

At the end of the day, a killer marketing strategy comes down to having the right tools and content at your disposal. A solid asset library keeps things organized and easy to access, tailoring your content for each platform keeps it engaging, and getting artists involved in the process ensures they’re reaching out to their fans too. It’s a team effort, and when all the pieces come together, your show promotions can go from “meh” to major success.