We’ve grown RMM from a five person shop in 2005 to a national company with fifty-seven employees in six states. I thought it would be valuable to share some of the keys that have propelled our growth over this time.

We’re big believers in process definition & continuous improvement. We’ve gone through almost everything we do as a company and have defined the process to ensure that we offer consistently high levels of customer service, including minimizing “dropped balls”. By clearly defining our procedures, everyone involved knows exactly what to expect from each other & we find that we can offer consistent excellence in running campaigns for customers. Defining procedures also helps us identify inefficiencies and continuously make changes to ensure maximum effectiveness. This has become critical as we run hundreds of client campaigns per month, and our growth is a testament to our teams’ ability to deliver excellence consistently.

Another key component of our process definition is employing the KISS principle.  I don’t mean dressing up like Gene Simmon’s band, but the adage “Keep It Simple, Stupid”. Online advertising involves lots of complexity; each of our display campaigns has over twenty steps from initiation to fulfillment across six different teams. There is a significant amount of work that goes into defining & refining procedures, but the bulk of the work really comes from keeping it simple: defining the mechanisms to simply handle the majority of cases, while allowing the flexibility or having exceptions for the edge cases. The hard work is to simplify a complex process.

We love automation. We use it not for the purpose of abstracting human contact & intelligence, but for mechanizing rote or routine tasks so our talented team members can focus their efforts on what they do best! We have found that investing in automation results in happier team members who are more productive and can offer more creative, “solution-oriented” responses to our advertising clients.

I’d love to hear more thoughts & ideas on how others are finding results by focusing on improving operations.

Category: Display Advertising, CPC Expandable & IAB Standard Banners

Client Demographic for IAB Standard Banner: Adults that are Teachers

Client Demographic for CPC Expandable: Men & Women seeking
Educational Opportunities on the Non-Profit

Campaign Goals: To target one U.S. state and to increase traffic to their landing pages was a main goal for both campaigns. For the Standard Banners they wanted to drive teachers to their landing page to download supplemental materials on lesson planning and to order resource kits for their classes.

The CPC Expandable campaign wanted to drive traffic to their website for those seeking to find out more about an exhibit they were hosting, to show the exhibit locations and to help visitors find out more about what the non-profit does and how to help internationally.

Challenges: Getting the desired reach and conversions, as well as visitors to their landing pages with a limited budget.

Strategy: RMM and client decided together to run their campaigns through our network on a Run of Network. This would help them maximize their reach as well as work for their budget.

Results: The Standard Banners delivered over 1,211,800 impressions and had a CTR of 0.15 for their two and a half month campaign. A typical CTR for a standard banner campaign is 0.05 but for the CPC Expandable, in just one month they delivered approximately 800,000 impressions with a CTR of 0.75. Thus far, the CPC Expandable has proven for this client to provide five times what the CTR was for the standard banner campaign and the client is very happy with the results.

We are so confident in this product that we offering free banner creation and of course, you only pay for clicks and are never charged for impressions. These banners start at $0.40 CPC for Run of Network distribution or $0.80 and up CPC for RMM Custom Channel targeting with a minimum of $5,000 starting campaign budget. With a 3% pre-payment discount, daily campaign optimization, including impressions, clicks and post click activity upon request AND Geographic, demographic, and behavioral targeting …what’s not to love?

Our goal is for you to use expandable on a consistent basis to help generate performance brand awareness, leads, sales and any other desired post impression/click activity. RMM CPC Expandable Banners can help you collect consumer information used for mobile and email marketing campaigns as well. Rich Media advertising spend is set to increase approximately 31% between 2009-2013 according to eMarketer.

RMM CPC Expandable Launch is the first of many products we will be re-introducing to the online market in 2009. These products are what we’ve built our foundation here at RMM and moving forward you can look out for the new and improved ways of tracking, reporting and optimization for Search Marketing, Display Advertising on our Premium Network, Mobile and Email Marketing, and Custom Channel Building.

Have more questions about the RMM CPC Expandable? Check out our FAQs or contact us for more information at 512.380.4400.