Let me introduce you to Jerri.

She is our charismatic, energetic, business development manager for RMX Direct.

When you’re in sales, you have to be that way.

In addition to riding horses (you can see her blog and videos on it here) she has also been rustling up a number of new publishers to try RMX Direct. And succeeding. Maybe that contributed to the new daily impressions record we just broke last week (and then broke again later in the week)… but that’s for another post.

Jerri knows how it is when you’re new to our application–she gets all the questions. So we’ll be featuring a two part interview with her. The first part will be dealing with:

• getting in the saddle and starting your account with RMX Direct

Our second part will be dealing with:

• the questions that come up after going from a canter to a gallop (understanding the finer details of using it)

VP: So, before, you ‘lasso’ a new publisher (ok, I’ll stop the horse metaphors from this point on), what’s the parts of your pitch that seems to get them all to ‘yes’?

Jerri: What do I say to get people to try out RMX Direct? There are three things I say: One, it’s free, Two, you should always make more–NEVER make less–and, Three, you can continue to work with your current advertising relationships.

VP: What’s the hurdles? What doubts do you hear from people?

Jerri: Well, I don’t hear doubts–people just have questions because they don’t understand. And the questions are ‘how does it work’, because it’s a new concept for them–so I try and start them from the beginning…when a user comes to their website, there’s a call for an impression to RMX Direct. Our technology grabs the characteristics of that impression, then allows different ad networks to bid on it.

If one of our networks can pay you more, we will serve that ad. If we cannot, we’ll serve the ad of any other ad network they’ve added in: whether that’s Valueclick, Adsense or others. What’s key to understand is that the value of EVERY impression is different to every ad network, including the ones you already work with. So RMX Direct allows you to find the ad network that values that particular impression the most so you can maximize your revenue.

VP: Let’s say a publisher gets it and is signed-up. What do you do to get them from ‘yes’, to ‘and now I have it working’.

Jerri: Ok. There are several steps in that process…

Competition
The market place is all about supply and demand; when there is demand for what you have, you can get a higher price. That is the fundamental concept behind RMX Direct. The system works best for everyone with competition–RMX Direct is not a replacement for what you are currently doing. It is a tool to help you work in conjunction with what you’re doing. It is not like you can add 3 more ad spaces with RMX Direct and double your money. It is a supplement to what you are currently doing.

When people understand that concept, they understand.

‘Manage Tab’
They also come to understand that they have to use the ‘Manage Tab’. If they get that, they will traffic in their other 3rd party networks, and be much more successful with RMX Direct. If they do not understand that concept, they won’t be as successful.

Another thing they need to understand…

‘Media Guard’
How Media Guard works: 50-75% of new publishers are concerned about the content of their creatives. But most new publishers have a tendency to over-ban, therefore limiting the number of creatives that are available to them. Thus, there is less opportunity to make higher CPMs. What I encourage new publishers to do is to work with our support team to refine their Media Guard settings to have the maximum number of allowed creatives.

Finally, I direct them towards…

‘Community Tab’
The Community page: this is where other users can help them figure out how to be successful with RMX Direct. There are awesome threads that talk about all the things that I outlined here, but they are said by our RMX Direct users. When new publishers harness the power of Manage, Media Guard, Community and get the importance of bringing in competition, that’s when they are going to see fantastic results.

(To Be Continued. Watch for part 2 in the coming days…)

This entry was posted on Tuesday, December 19th, 2006 at 7:24 pm and is filed under Publishers, Direct Media Exchange. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.