Marketing for Boulder City: The Power of Targeted Direct Mail

In this episode of The Best Dam Podcast, Jill is joined by Tim Knifton of RSVP Las Vegas. Tim breaks down the powerful and surprisingly effective world of targeted direct mail. He explains how his company helps businesses reach the top 30% of homeowners with a luxury postcard pack that gets opened, used, and appreciated.

From astonishing success stories of clients achieving multi-million dollar returns to the science behind why even Gen Z loves tangible mail, Tim provides a masterclass in creating a cost-effective, high-impact marketing strategy. He also shares the Chamber's new initiative to create a dedicated Boulder City mailer, offering local businesses a unique opportunity to reach affluent customers in the greater Las Vegas valley.

DISCUSSION

1. Targeted Luxury Mail: Tim explains that RSVP Las Vegas specializes in sending a luxury postcard pack to the wealthiest 30% of homeowners, providing a focused and thoughtful alternative to the "shotgun approach" of mass advertising.
2. The Power of the Coupon: Tim shares a story about a resident in a $4 million home who called to ask about his missing $5 ice cream coupon, proving the effectiveness of this marketing tool across all income levels.
3. Shared Mail is Smart Mail: Learn why a shared postcard pack is about 20 times more cost-effective than mailing a solo postcard.
4. The Boulder City Initiative: The Boulder City Chamber is partnering with RSVP to create a dedicated mailer to promote local businesses and events, like the Best Dam Wine Walk, to target markets in Henderson and Las Vegas. The goal is to sign up 40 local businesses to launch the packet.
5. Guaranteed Visibility: Tim reveals a fun fact: because the RSVP pack is considered "non-machinable" by the postal service, it must be placed on top of the rest of the mail, guaranteeing it's the first thing a homeowner sees.
6. Data-Driven Targeting: RSVP uses public data and a proprietary system to verify home ownership, ensuring that advertisements for services like home improvement reach actual decision-makers and not renters.
7. Why Gen Z Loves Direct Mail: Citing a USPS study, Tim explains that 91% of Gen Z consumers appreciate the tangibility of direct mail. It offers a break from digital overload and requires 20% less brainpower to process than a digital ad.
8. Proven Success Stories: Tim shares incredible client results, a new business that went from having no jobs booked to being booked out for a full month within a week of the mailer hitting homes.
9. The Five-Channel Rule: Tim advises business owners to have at least five different sources for generating leads (e.g., direct mail, social media, radio). .
10. From Newspaper Boy to Entrepreneur: Tim shares how his first job delivering newspapers in his rural California community gave him an early appreciation for the power of distributing information directly into people's hands.

LEARN MORE

To learn more about RSVP Las Vegas, visit www.rsvplasvegas.com.

KEYWORDS

Tim Knifton, RSVP Las Vegas, Direct Mail, Postcard Marketing, Small Business, Lead Generation, The Best Dam Podcast, Boulder City Chamber of Commerce

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