MasterSpas Texas Summer Sales Strategy
Kendall County Fairgrounds | July 4th Week
A Premium Limited Inventory Event
Prepared for: Alex | Prepared by: Rollis Fontenot III
Full Marketing & Creative Strategy Brief
Total Boerne Campaign Support: $27,500
Strategic Budget Structure
Katy
$20,000/month
Conroe
$10,000/month
Boerne
$7,500/month
Standard Boerne Monthly Support
$7,500
Kendall County July 4th Tent Sale Investment
$20,000
Total Boerne Campaign Support
This includes the existing Boerne monthly market-development support plus the incremental Kendall County July 4th Tent Sale investment. The campaign is designed to create a focused 30-day promotional push around the July 4th Tent Sale while also supporting showroom traffic, retargeting growth, and overall July sales momentum.
July Sales Target — the benchmark that validates the investment
Existing monthly market budgets remain active and unchanged. Event budget is incremental spend focused entirely on Boerne, Kendall County Fairgrounds, and Hill Country awareness.
30-Day Campaign Flight
Full Promotional Window: Monday, June 15 – Tuesday, July 14, 2026
Physical Event Window: Tuesday, June 30 – Sunday, July 5, 2026
Pre-Event Awareness
June 15–22
Build awareness: "Kendall County July 4th Tent Sale is coming"
Pre-Event Urgency Ramp
June 23–29
Drive intent: "Only 12 event units available"
Live Event Push
June 30–July 5
Drive visits: "Happening now at Kendall County Fairgrounds"
Post-Event Retargeting
July 6–14
Convert warm traffic: "Missed the event? Visit MasterSpas Boerne"
The campaign is intentionally designed to be bigger than the six-day event. The goal is to create July sales momentum, expand retargeting audiences, and increase long-term Boerne market visibility.
Strategic Investment Framework
Total Boerne Campaign Support
~36% — Direct Paid Advertising Deployment
Paid media activation across social, video, streaming, YouTube, digital billboard/OOH, and retargeting-enabled channels.
~64% — Campaign Infrastructure & Execution
Creative strategy, campaign planning, Dr. Gadget ad coordination, asset development, landing page coordination, campaign setup, audience tracking, optimization, reporting, project management, and event support.
The goal is to use the event as a 30-day sales accelerator — not just a six-day tent sale.
Directional Paid Media Mix
Percentage of Direct Paid Advertising Deployment
Direct paid advertising will be deployed across the highest-value channels for visual storytelling, local event awareness, and buyer retargeting. These percentages represent the directional mix of direct paid advertising — not a line-item breakdown of the full $27,500 campaign support.
Campaign Phase Allocation
The 30-day campaign will be phased to build awareness before the event, increase urgency during event week, and convert warm audiences after the event.
The heaviest push occurs during the final pre-event ramp and live event window, while preserving meaningful post-event effort for retargeting, showroom visits, and July sales momentum.
Projected Advertising Outcomes
Projected outcomes are based on actual Texas campaign performance from recent MasterSpas advertising activity, scaled to the $27,500 Boerne campaign support level and then reduced by 20% to remain conservative. These are planning estimates, not guarantees. Actual results will depend on creative performance, audience size, platform costs, local inventory availability, and event-week response.
Primary success should be evaluated across event traffic, July sales lift, showroom activity, and retargeting audience growth — not only same-day event sales.
Projected Outcomes by Campaign Phase
The projected activity is distributed across the 30-day campaign based on the planned phase emphasis.
Live event activity is expected to create the strongest immediate response, while post-event retargeting is designed to convert buyers who engaged before or during the event but did not purchase immediately.
Proposed Campaign Outcomes
The Kendall County July 4th Tent Sale campaign is designed to produce both immediate event impact and residual July sales momentum.
Event Visibility
Increase awareness of MasterSpas Boerne across Kendall County, Boerne, and nearby Hill Country communities.
High-Intent Traffic
Drive shoppers to the Kendall County Fairgrounds and create spillover visits to the Boerne showroom five minutes away.
Lead Capture
Generate calls, form fills, appointment requests, and event conversations from swim spa and hot tub buyers.
Retargeting Growth
Expand website visitor, video viewer, social engager, and prior lead audiences for post-event follow-up.
July Sales Momentum
Use the event as a catalyst for stronger July sales performance — not just a one-week sales push.
Texas-Wide Strategy Alignment
Boerne — Hero Activation
- Kendall County Fairgrounds tent event
- 20x40 branded tent
- 12 featured event units
- July 4th week: Tuesday through Sunday
- Physical event activation
Houston — Seasonal Momentum
- Katy, Conroe, Greater Houston
- Summer Inventory Event messaging
- Select inventory marked for immediate sale
- No physical tent events
- Participates in statewide promotional momentum
This creates unified statewide momentum, increased perceived scale, cross-market retargeting opportunities, and stronger overall July sales acceleration.
Houston Market Positioning Strategy
This Should Feel Like
- Seasonal inventory movement
- Immediate-delivery opportunity
- Factory-direct summer savings
- Limited allocation release
NOT
- Distressed liquidation
- Desperation discounting
- Overstock panic
Harris County
Fort Bend County
Montgomery County
Houston locations will NOT physically host tent events. Select inventory will be marked for immediate sale, creating urgency while Boerne remains the hero activation.
Primary Event Branding
"Kendall County July 4th Tent Sale — Only 12 Event Units Available. Once They're Gone, They're Gone."
Website Landing Page
Social Ads
Video Intros
Billboards
Connected TV
Retargeting
Event Signage
Sales Collateral
Tone Should Feel
- Premium
- Confident
- Urgent
- Exclusive
- Factory-Direct
- Limited Inventory
- Hill Country Lifestyle
Avoid
- Cheap "blowout" feel
- Overly gimmicky discount language
- Carnival/flea market aesthetics
- Generic "Save Thousands" only messaging
Final Recommended Event Name
"Kendall County July 4th Tent Sale"
Primary Campaign Line:
"Only 12 Event Units Available. Once They're Gone, They're Gone."
Alternative Names (For Reference)
- The Hill Country Tent Sale — "One Week Only. Once They're Gone, They're Gone."
- The July 4th Factory Direct Event — "12 Event Units. No Restocks."
- The Hill Country Wellness Event — "Swim Spas. Hot Tubs. Factory Direct Savings."
Primary direction is approved. Alternatives available if needed.
Inventory Strategy — 12 Event Units
Featured Event Units
Swim Spas
Hot Tubs
Swim Spa Showcase
- 21D
- 19D
- Trainer 15
- Therapool 13
- Michael Phelps Signature Pro
- Additional Trainer or Challenger models
Hot Tub Showcase
- Getaway Series
- Clarity Series
- Balance Series
- Twilight Series
- Legend Series
- Staged Entry-Level → Mid-Level → Premium
These units were brought in specifically for the Kendall County July 4th Tent Sale and will not return to the showroom. Once they're gone, they're gone.
Premium Swim Spa Showcase Configuration
Flagship Side-by-Side Display — If Logistically Possible
19D
Flagship Model
21D
Flagship Model
Michael Phelps Signature Pro
Flagship Model
Strategic Purpose
Dramatic visual centerpiece
Strong premium positioning
Immediate "wow factor"
Better customer comparison experience
Higher perceived event scale and legitimacy
Scarcity & FOMO Strategy
Only 12 Event Units Available
A limited selection of 12 featured event units will be marked for immediate sale — event-week availability only
Selection Expected to Move Quickly
Sold and reserved tags will be used to show real-time event momentum as units are purchased or placed under deposit
Come Early for Best Selection
This Creates
- Urgency
- Momentum
- Social proof
- Fear of missing out (FOMO)
Without Damaging
- Premium MasterSpas brand position
- Factory-direct perception
- Hill Country lifestyle alignment
- Long-term brand equity
Strategic Sales Flow — Layout Philosophy
The display setup should intentionally create a relaxed, educational shopping experience.
Entry-Level Options
Getaway & Clarity Series hot tubs
Mid-Range Upgrades
Balance & Twilight Series
Premium Hydrotherapy
Legend Series & premium hot tubs
Swim Spa Possibilities
Trainer 15, Therapool 13
Flagship Showcase
19D, 21D, Michael Phelps Signature Pro
Layout Goals
Progressive value perception
Natural upsell movement
Product comparison opportunities
Help buyers understand differences between categories
Create excitement around ownership and immediate availability
Media Strategy — Platform Confirmation
Social Media
Facebook, Instagram, TikTok
YouTube
Video platform
Connected TV
MNTN, Amazon CTV
Digital Billboards
Boerne, Hill Country corridors, high-traffic commuter routes
No Radio for This Campaign
Radio/audio removed for this event. Visual presentation is stronger — swim spas and hot tubs perform best visually. Billboard + Social + CTV provide stronger event synergy.
Billboard Messaging Strategy
Billboards should be simple, visual, and repetitive. The goal is not to explain the event in detail. The goal is to create local recognition, reinforce event legitimacy, and make the fairgrounds activation feel highly visible.
Pre-Event Billboard
Primary: "Kendall County / July 4th Tent Sale / June 30–July 5"
Alternative: "Swim Spas & Hot Tubs / Kendall County Fairgrounds / July 4th Week"
Scarcity Billboard
Primary: "Only 12 Units / July 4th Tent Sale / MasterSpas Texas"
Alternative: "Once They're Gone, They're Gone. / MasterSpas Tent Sale"
Live Event Billboard
Primary: "Happening Now / Kendall County Fairgrounds / Swim Spas & Hot Tubs"
Alternative: "Visit Today / July 4th Tent Sale / MasterSpas Texas"
July 4th Fireworks Billboard
Primary: "Here for Fireworks? / Visit the MasterSpas Tent / Kendall County Fairgrounds"
Final Weekend Billboard
Primary: "Final Weekend / Limited Units Remain / Kendall County Fairgrounds"
Post-Event Billboard
Primary: "Missed the Tent Sale? / Visit MasterSpas Boerne / Limited Inventory Available"
Design Direction
- Large swim spa or hot tub image
- Clean premium layout
- MasterSpas Texas logo
- Red, white, and blue accents used tastefully
- No clutter — no cheap "blowout" graphics
- 7 words or fewer per line
- No QR codes on moving billboard placements
Dr. Gadget 30-Second Ad Spot Strategy
Dr. Gadget will serve as the trusted on-camera educator and spokesperson for the campaign. The goal is not to create one generic sale ad — the goal is to create 3–4 distinct 30-second ad spots that speak to different buyer motivations for swim spas and hot tubs.
Spot 1: The Active Wellness Buyer
Buyer Persona: Adults 45+, active aging, pool alternative buyers
Message Angle: Low-impact fitness, recovery, year-round movement
Core Hook: “If you want the benefits of a pool without the cost and hassle of installing one, you need to see these swim spas.”
CTA: Visit the Kendall County July 4th Tent Sale
Spot 2: The Pain Relief / Hydrotherapy Buyer
Buyer Persona: Back pain, joint pain, physically demanding jobs
Message Angle: Recovery, stress relief, daily therapy
Core Hook: “This is not just a hot tub. This is daily recovery at home.”
CTA: See limited event units during July 4th week
Spot 3: The Family Backyard Buyer
Buyer Persona: Families, grandparents, outdoor entertainers
Message Angle: Family time, entertaining, backyard memories
Core Hook: “Turn your backyard into the place everyone wants to be this summer.”
CTA: Come early for the best selection
Spot 4: The Premium Hill Country Lifestyle Buyer
Buyer Persona: Higher-income homeowners, acreage owners
Message Angle: Premium outdoor living, factory-direct event access
Core Hook: “For one week only, MasterSpas Texas is bringing a limited selection of premium swim spas and hot tubs to Kendall County Fairgrounds.”
CTA: Once they're gone, they're gone
Deliverables
- 4 total 30-second ad spots
- Optional 15-second cutdowns from each spot
- Optional 6-second urgency bumpers
- End card on every spot: “Kendall County July 4th Tent Sale | June 30–July 5 | Kendall County Fairgrounds | Only 12 Event Units Available”
Original Content Production Plan
Every piece of content produced for this event is new, original, and built specifically for MasterSpas Texas — not recycled, not generic.
Phase 1 — Pre-Event Production (June 1–14)
- 4 Dr. Gadget 30-second ad spots (one per buyer persona)
- Event landing page copy and hero visuals
- Social ad creative sets (static + video)
- Billboard design files (5 phase-specific versions)
- Email/text campaign copy
Phase 2 — Launch Week Content (June 15–29)
- Organic social posts (countdown series)
- Short-form video clips for TikTok/Reels
- YouTube pre-roll cuts from Dr. Gadget spots
- CTV ad trafficking and targeting setup
- "Only 12 Units" urgency creative
Phase 3 — Live Event Production (June 30–July 5)
- Day 1 drone footage capture
- On-site photo and video content
- Real-time social posts (sold tags, crowd energy, product showcases)
- "Sold" momentum content
- Flagship swim spa showcase footage (19D, 21D, Michael Phelps Signature Pro)
Phase 4 — Post-Event Content (July 6–14)
- Event recap video
- Retargeting creative from event footage
- "Missed the event?" showroom conversion ads
- Long-form YouTube content from drone + walkthrough footage
- Annual event teaser content for future use
Dr. Gadget Creative Brief
4 original 30-second spots. Each one educates a specific buyer type, builds brand trust, and drives them to the Kendall County July 4th Tent Sale.
Tone & Direction
- Trusted explainer — not a gimmicky pitchman
- Speaks as an educator, not a salesperson
- Confident, warm, and knowledgeable
- References MasterSpas Texas — not overly personal
- Premium feel that matches the brand
Shot & Production Direction
- Clean, well-lit product environment
- Swim spas and hot tubs as the visual hero
- Dr. Gadget on-camera with product in frame
- B-roll: water movement, jets, family use, Hill Country setting
- Branded lower-third: "Kendall County July 4th Tent Sale"
- End card: event dates, location, "Only 12 Units Available"
The 4 Spots
- The Active Wellness Buyer — "A swim spa gives you exercise, therapy, and relaxation at home."
- The Pain Relief Buyer — "This is not just a hot tub. It is daily recovery at home."
- The Family Backyard Buyer — "Turn your backyard into the place everyone wants to be."
- The Premium Hill Country Buyer — "For one week only, MasterSpas Texas is bringing a limited selection to Kendall County Fairgrounds."
Distribution Plan
Connected TV
(MNTN + Amazon)
YouTube Pre-Roll
Facebook & Instagram
TikTok / Reels
Retargeting Audiences
Content Asset Library — Built to Last
Every dollar spent on content creation for this event produces assets that live beyond July 4th week. This is not a one-time campaign — it is a permanent content foundation.
Video Assets
- 4 Dr. Gadget 30-second spots (+ 15-second cuts = 8 total video ads)
- Drone event overview footage
- Flagship swim spa showcase video (19D, 21D, MPS side-by-side)
- Product walkthrough videos
- Event recap / highlight reel
- "Missed the event?" showroom conversion video
Photo & Static Assets
- Event day photography (tent, products, crowd, sold tags)
- Swim spa lineup hero shots
- Billboard design files (5 phase versions, reusable annually)
- Social ad static creative sets
- Landing page hero imagery
- Lifestyle / Hill Country environment shots
Written & Digital Assets
- Landing page copy (reusable template annually)
- 5 suggested video scripts
- Social media caption library
- Email/text campaign copy
- Billboard copy (5 phase-specific versions)
- Event name and campaign line (approved brand language)
Long-Term Asset Value
Annual Event Reuse
Billboard files, video templates, and landing page structure reused every July
Retargeting Fuel
Event footage becomes the creative backbone of post-event and future campaigns
Showroom Content
Product walkthrough videos live on the website and in sales conversations year-round
Brand Library
Every asset adds to the MasterSpas Texas permanent content library
Digital Billboard Strategy
Primary Focus: Boerne + Hill Country Corridors
Boerne
Primary market
Hill Country Corridors
Regional reach
High-Traffic Commuter Routes
Visibility
Fairgrounds Approach Routes
Directional
Billboard Goals
Visibility & presence
Directional reinforcement
Event legitimacy
Reusable signage assets (not charged solely to this event)
Billboard dates may remain briefly post-event to support post-event capture strategy
Retargeting Strategy
Core Retargeting Audiences
Website Visitors
Video Viewers
Social Engagers
Prior Leads
Form Fills
Customer Match Audiences
Beyond the Event
The event is NOT the only KPI.
Build long-term market awareness.
Grow July sales & increase future close rates.
Expand remarketing pools for future campaigns.
July Sales Target
The benchmark that justifies the $20,000 event investment.
Success Evaluated At:
Event Level
Monthly Sales Level
Market Awareness Level
Retargeting Growth Level
Landing Page & Tracking Requirements
The event landing page should become the central conversion hub for the campaign. All paid media, billboards, social posts, event signage, and sales follow-up should point prospects to local MasterSpas web properties where audiences can be tracked and retargeted.
Hero Section
Event title, dates (June 30–July 5), location (Kendall County Fairgrounds), "Only 12 Event Units Available"
Featured Inventory
Swim spas, hot tubs, immediate delivery opportunities, map/directions, "Boerne showroom is five minutes away"
Video Integration
Dr. Gadget spots, event walkthrough video, product showcase videos (5 minimum)
Lead Capture & Tracking
Lead form with event source tagging, call button, retargeting pixels/tags, Primary CTA: "Schedule a Visit or Event Walkthrough" / Secondary CTA: "Browse Event Inventory"
Suggested Video Topics
- Event overview
- Swim spa showcase
- 21D walkthrough
- Factory direct value
- Why Hill Country buyers love swim spas
Event Content & Media Capture
Drone & Event Footage Strategy — Day 1 Capture
Content Created
- Event recap content
- Future promotional assets
- Retargeting creative
- Social media clips
- Billboard/video support visuals
- Future annual event advertising
Primary Capture Goals
- Tent visibility
- Swim spa lineup
- Traffic/activity
- Drive-by visibility
- Kendall County Fairgrounds positioning
- Flagship swim spa showcase
- Lifestyle/environment shots
- "Sold" momentum moments
July 4th Fireworks Activation
The fairgrounds fireworks event brings thousands of locals directly to the tent — this is a built-in audience already at the location.
July 4th Messaging
- Here for the Fireworks? Visit the MasterSpas Tent.
- Before the Fireworks, See Swim Spas & Hot Tubs at Kendall County Fairgrounds.
- One Week Only. Only 12 Event Units Available.
On-Site Recommendations
- Large visible roadside banner
- Directional signage from parking areas
- Cooling and hydration station
- QR code or short URL to event inventory page
- Giveaway entry to capture name, phone, email, and product interest
- Staff opener: "Are you looking at swim spas, hot tubs, or just browsing?"
- "Boerne showroom is five minutes away" signage
Sales Team Integration
The sales team should treat the event as both a closing opportunity and a funnel-building opportunity. Every lead, visitor, and conversation should be directed toward a trackable next step whenever possible.
Educational Selling Approach — Ask how visitors heard about the event; use product walkthroughs
Direct to Website Links — Use local website links instead of PDFs for follow-up
Capture Event Interest — Note event interest in lead records; route fairgrounds shoppers to Boerne showroom
Promote Showroom Proximity — Remind visitors the Boerne showroom is five minutes from the fairgrounds
Post-Event Follow-Up — Use missed-event and limited-inventory messaging after July 5
Suggested Lead Follow-Up Opener
I saw you were interested in the Kendall County July 4th Tent Sale. Are you looking more at swim spas, hot tubs, or are you still deciding?
General Lead Opener
We do have a limited event happening at Kendall County Fairgrounds, but you do not have to wait. We can help you now at the Boerne showroom.
Low-Cost Event Enhancements (Under $1,000)
Option 1 — Premium Cooling & Hydration Station
Budget: $300–$700 | Bottled water, electrolyte drinks, cooling towels, portable misting fans
Option 2 — Backyard Summer Giveaway
Budget: $500–$900 | Solo Stove, Blackstone Griddle, YETI Cooler, or outdoor speaker package
Option 3 — Premium Snack & Hospitality Setup
Budget: $400–$900 | BBQ sliders, gourmet popcorn, lemonade, snow cones, Hill Country treats
Best Overall Recommendation
If choosing ONE: Premium Cooling & Hydration Station. If choosing TWO: Cooling & Hydration Station + Backyard Summer Giveaway.
Long-Term Strategic Vision
Establish the Kendall County July 4th Tent Sale as a Repeatable Annual Hill Country Event
Brand Recognition
Seasonal anticipation in the Hill Country market
Regional Familiarity
Increased showroom traffic year over year
Expanded Remarketing Pools
Growing retargeting audiences each year
Differentiation
Educational marketing sets MasterSpas apart from competitors
Annual Anchor Event
Repeatable seasonal sales driver
Creative Reminder
This Campaign Should Feel Like
- A premium regional event
- A factory-direct opportunity
- A limited inventory release
- A highly visible seasonal activation
NOT
- A liquidation warehouse sale
- A desperate clearance event
- A cheap roadside tent promotion
Kendall County July 4th Tent Sale