Hey Digital Fam, my name is John D. Saunders, and in today’s Digital Block we talk the power of leveraging social media and Digital with Internet Entrepreneur and owner of mph club®, Liram Sustiel.
First and foremost, these guys are powerhouse marketers. I’ve known them for several years, worked closely with them, together, on developing marketing strategies that convert. Lee, who’s here with me now, and Stac, the co-founder, saw how under deserved exotic car rental industry was online. Using their experience, we developed detailed plans for social media, SEO and online branding. Fast forward a few years and the fleet has expanded 10 fold. They’ve built a stellar team and continue to kill the game with an additional boutique style marketing agency, MCO Network. Lee was cool enough to take some time out of his day to talk to us.
John: So, tell me about your past and how mph club came about.
Lee: We didn’t really have the guts to just walk into dealership, buy an exotic vehicle and walk away and lose 30% of the car which normally, everybody does. I’ve looked deeper and see there’s a big demand out there for exotic car rental needs. A lot of production companies need these vehicles. A lot of people wanted to just have fun in their birthday weekend.
We built mph club years ago and it was just a directory online, just to generate the leads. The website started generating a lot of traffic, lot of demand and we actually got the courage and went to go buy our first car a couple of years ago. It was a 2012 brand new Lamborghini Gallardo Spyder. That was the first car that we bought and we put it into the system. It started going on every weekend and eventually started going out more than just every weekend and eventually, our client took it for a whole month.
And because of that reason, we’re like, yo, we need to buy another car because we have the demand, clients are calling and we just don’t have the inventory for it. So the next thing we know, we buy another car, buy the Ferrari California at that time, buy another Lamborghini and the next thing you know, three years later, we’re 35 cars deep and growing, multiple occasions across South Florida and the company turned to be a full time business. So, we still operate and manage on MCO Network which is our marketing company responsible for dozens of companies here in South Florida. We’re doing very well with it as well and it’s just been a fun ride for the last couple of years we’ve been doing this.
John: Another thing is mph club is highly engaged with social media, online content, engagement SEO. How do you guys find the time to create such high engaging content? I mean, you have a total of 17,000 followers on Instagram, all organic. How do you guys do it?
Lee: That’s the fun part. All of our social media, we have a team. My team can take all the credit for it. We have a photography department. We have a videography department and we do this for fun. We go take the car, take some cool pictures, get creative with them. When it comes to the holidays, we implement that into the actual videography.
We release out through social media so we realize that we have such high followers because of the cool content we’ve released, all the pictures and the videos that we put out there. People, always in front of their face, it was constantly to remind them, hey, we have a special this week or the happy holidays is coming around the corner. Your birthday is coming ’round the corner, so make sure you call us for your car rental needs.
John: Lee talked a lot about the team and the environment of having a team, network of people that all have specific jobs. How do you find the best talent and how do you keep them?
Lee: Educating. We have staff meetings all the time. I’m always hands-on with the business. I’d like to be involved with every employee. If you’re a blogger, I’d like to sit down and blog with you. If you’re a web developer, I’d like to be involved with you. Anything in between. If you’re doing sales with clients, I’d like to help you and interact with them. I have a lot of experience in all of the departments. I like to pass that knowledge on to my staff so they know how to treat the client right.
John: A lot of times, the boss is kind of just away. They don’t really know what’s going on. Lee really enforces that, hey, I want to be a part of all the processes that go on a business just to make sure that you know what’s going on moving forward, right?
Lee: Communicate with employees, it’s the biggest thing, always communication. Some miscommunicate. I hate to repeat myself but hey, I got to get down, you know.
John: Got to get the point across.
John: What are the most important pieces to your online marketing strategy?
Lee: Brand awareness is the key. That’s number one. If a client goes to our website, you know, we track their cookies. Once they actually visit our site, they bounce to Facebook, for example, and they snoop around Facebook for a little bit. They see our ad, comes up. They go back to our website. They go and keep on looking for some more options and more cars. And the next day, they go on Amazon. They buy some pair of shoes or something. Our ad comes up on Amazon as well. They go back to the website and actually, that converts to a client. It always helps out, brand awareness. And then they realize they need to bring a car and hey, I’ve been following your page on Instagram for years now and now I know what’s this is all about. I just followed this cool account because they have some cool pictures of cars.
John: What do you think the most important things are for an online marketing strategy?
Lee: We approach the weekend for example and we get a lot of our exotic cars rented out. Maybe there’s one or two left that we want to push them so we pick, for example, the car that’s available and we put up a nice high definition image of it and we put it out there available for this weekend and because of such a high volume we have of followers, they convert. We get phone call, like, hey, I just saw you guys post a picture of the BMW i8, for example. Is it available this weekend? It’s the last car. We did it for a reason because that car is available.
John: Got you. Got you. And then the time, it makes them think, oh, just for the weekend, let me go ahead and buy it, so it gives them like a strong call to action to execute.
Lee: Yeah. I’m a visual type of guy. I like to see what I buy. So if I see a car and know it’s available, I’ll go ahead and execute.
John: So let me ask another question. What’s the best way to brainstorm new ideas?
Lee: We use this converse table right here, man. We sit down, we put hours in this thing right here. All the employees, they come sit down and throw ideas out there. I’d like to use that famous line that if you throw so many things against the wall, somebody would end up sticking. We throw a lot of ideas out there. Some of them are whack, some of them are weird, but hey, some of them do convert and they actually– they work.
John: Absolutely. As you guys can see, Lee is a young guy. There are a lot of entrepreneurs and business owners or guys that just want to start out and do their own thing. What would be your biggest piece of advice for entrepreneurs starting out?
Lee: Be very calculating. When I first started the business, I didn’t go ahead and start throwing money everywhere. I started with a budget. I didn’t have the money at that time. So I had to be very calculating. I put a business mind together. I put a very detailed strategy for the next 12 months to possibly 36 months to open up any business or any concept you’re trying to put together.
John: Okay, okay. You heard that guys, business plan. I’ll post a couple of links to business plan websites where you can get them made for free so be sure to check that out in the blog below. So I have to ask, Lee. What is your favorite super car? I mean, I know you guys have a whole fleet. What is your number one favorite?
Lee: It’s a tough question, man. It’s like asking who is your favorite child. It depends on what day of the week is. But all serious jokes, I love the G63 . That’s my favorite vehicle.
John: So guys, you got to check this out. You got to meet the mph club mascot. His name is Blue. These are all their content, all the online content. Look at this guy.
Lee: He’s everywhere. He’s our mascot.
John: Thank you again for watching the Digital Block. Thank you for checking out Liram Sustiel. Be sure to check out mphclub.com, exotic car rentals, jet charters. These guys built a thing from the ground up. Be sure to check out their content. And also, check out MCO.network, the agency behind the build of mph club. John Saunders, signing out, peace!