Right About Now - Legendary Business Advice - Creative Design for Innovation - a Think Billions Experience Guest

Episode Date: November 22, 2022

In today’s episode, The Radcast is on the road at “The Castle” in Palm Desert California, the home of Billion Dollar Brand builder Howard Panes as part of the Think Billions Experience series.Ryan welcomes Mario Mirabella, the CEO and founder of MSM Digital and a Digital Marketing Expert. Ryan talks with Mario about how he started his agency as a side hustle and now turned it into an award-winning digital marketing company. Mario brings a wealth of experience to the table, having started his own company from scratch. He also talks about how one decision led him down an unexpected path in life but now he’s here and has made it big! http://www.msmdesignz.comKey notes from the episode: Mario talks about how he taught himself to be in the digital space and how he founded MSM in 1996, and was called MSM DesignZ at that time. (02:12) MSM DesignZ rebranded into MSM Digital - to do polishing of brands, build awareness, and traffic leads. (05:56) Mario talks about the evolution of his company and his team as it continues to innovate itself to cater different industries and how having talented and creative people around plays a big role to scaling. (06:46) Working in different industries and being outside the box has helped Mario and his team to be more effective in implementing their digital strategies. (12:18) They talk about how unstoppable Clemson Football was. (16:21) Mario talks about how he started building his personal brand after 23 years and how important it is to create authority in the industry. (17:22) The importance of believing in your vision and having the right skills and experience. (22:00) This episode is packed with great advice and we know you will get a ton of value from the Think Billions Experience Guest lineup. The Think Billions Experience was developed by Howard Panes who assembled a group of the most notable multi-million and billion-dollar brand builders in the business, making the Think Billions Experience one of the highest net worth events of 2022. Learn more about future events at https://events.thinkbillions.com/ or follow Howard on Instagram - https://instagram.com/howardpanesTo keep up with Mario, follow him on Linkedin https://www.linkedin.com/in/mariomirabella/ or Instagram - https://www.instagram.com/mariosmirabella/If you enjoyed this episode of The Radcast, Like, Share, and leave us a review! Learn more by visiting our website at www.theradcast.comSubscribe to our YouTube channel https://www.youtube.com/c/RadicalHomeofTheRadcast If you enjoyed this episode and want to learn more, join Ryan’s newsletter https://ryanalford.com/newsletter/ to get Ferrari level advice daily for FREE.  Learn how to build a 7 figure business from your personal brand by signing up for a FREE introduction to personal branding https://ryanalford.com/personalbranding.  Learn more by visiting our website at www.ryanisright.comSubscribe to our YouTube channel  www.youtube.com/@RightAboutNowwithRyanAlford. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

The hardest part of the ending is starting on again. You're listening to The Radcast. If it's radical, we cover it. Here's your host, Ryan Alford. Hey guys, what's up? Welcome to the latest edition of The Radcast. We're still here rocking it to think billions event. We got health, wealth, and mindset.

We got more great founders, including my good buddy here, Mario Mirabella. What's up, brother? What's going on? Nice to be here. Hey, man. I'd like to having you, man. Thank you.

It's nice having somebody else in the understands agency business. Oh, yeah. So, founder of MSM Digital. We've both been in the business a while, and, you know, it's been nice getting to know Mario. And a lot of people, it's a really quality event. Oh, absolutely. Yeah, I mean, just all sorts of levels here. Yeah.

Just amazing, the experience and knowledge that's in this room. If you want to say multiple rooms of this palace. Callas Castle. I mean, God. But it's amazing, you know, the experiences and just the victories across the board of all these people. In all different industries, too. Yeah. You know, all that wealth of knowledge they're bringing to the table. I mean, you're just overloaded every day, you know, because you're picking out bits and pieces of everything that people are speaking about.

So, you know, it's priceless. And every person, sometimes you do events, and it's not that you don't respect to. who's on stage, but it's maybe you're something you've heard, or like, and you're like, okay, I've heard that or whatever. I mean, every single speaker, I've pulled two to three nuggets. Oh, yeah. Oh, absolutely. It's like, if not, 10.

Yeah. Oh, for sure. I know. It's just, you just constantly learn. I felt like just being a sponge because you have to be. You have to be. You have to be. You know.

That's absolutely, yeah, absolutely right. So it's been a star-studded lineup, you know. I know. Speaking of stars, Mario. You know, uh-huh. Star has been aligning for, what, 22 years? Yeah, 23 this year, me, 23, man. Dude, 2-3.

That's my favorite player. MJ. Oh, yeah, yeah. The goat. Oh, yeah, the goat. Yeah, that's right. That's right. Talk me about, let's paint that founder's story for me.

We know it's ups, downs. Everything, sideways, man. Yeah, I know. Yeah, it's been a fun run. I mean, you know, starting in 99, technically, when launching the agency, originally as MSM designs, we were a creative agency,

and it was built straight out of my bedroom as a hobby, you know? So a fun fact, Ryan, back in 96, I sold my turntables and I bought my first computer, man. So I was a little late in the game and the computer game, but that's what I did.

My precious, cherished technique 1200s, man. I used to cut up and make mixtapes in high school, man. Oh, I missed them. I missed them, the mixes, everything. I used to have 218 subs in my room. Oh, yeah. Knock the base. But, you know, discovered that computer,

discovered the Internet for the very first time and was completely hooked. And just took a, just a passion and love for the creatives. I taught myself Adobe, taught myself how to code in Notepad at the time. You know, before I kind of graduated a little bit to front page.

It's not for me. I went straight to Dreamweaver, which was like crazy hard at the time. Oh, God. And I lived in forums, man. I just taught myself action scripting back in the day because I loved Flash and I loved everything, animated, transition effects, music, loved it. And I got tremendous help with coders in the forums during those days. But it was all a hobby.

You know, I didn't think I was doing this. I have actually a degree in criminology. I wasn't supposed to be here. you know in this area it was just more of a love and a passion and I said to myself um when I did start the company well maybe I could do this you know maybe I could do this um but I had no idea of how to do it and maybe to even obtain clients at the time so I pretty much was just doing free work just to build a portfolio so do you need a website or a friend of a friend starting his travel age you need a website and that's how it started man local restaurants and uh

And then all of a sudden, I was like, well, how, you know, I got to start making money here. Yeah. And that's what happened, man. And it just, it started then to take off. I actually left my full-time job then in 2003. I was working for a software company. And I never looked back, you know, at the time. I never looked back.

And I laughed, though, because I made the move. And it wasn't real. I was one year into being married at the time. And I made the move. And my wife was like, so, you know, I. going to go look for another job like what's going on here you know I says I got to give this a try and that and then it just propelled me into that life um and just pretty much just kept going and started to build the company uh with talent in areas that I knew I didn't have that skill

set I didn't have the training say maybe complex databases e-com brought in brought in the talent to really uh developed the company and to allow us to grow until I was able then to open up locations. And then, of course, we got more in-house staff. And, you know, and it took on more. But it's been a great ride. I mean, I've seen it all. You know, the technology's come and go.

The birth of social media, as you know, you know, because you've been around, you know, similar years, right? So it's wild to see how it, you know, really transformed. And you have to stay ahead. If not, you're in this industry. You're just done. Yeah. So you got to keep reinventing.

And that's how we came to today with MSM Digital is that we're no longer. We haven't been probably in the past decade. We haven't been a creative agency. I mean, it's always the backbone to polish in brands, make them look good, their online presence. But we're doing much more now to get them on the map, build awareness, traffic, leads, all that type of stuff. And I figured, you know, if we're going to set the, stage should do even more, put ourselves in front of a bigger audience. The name needs to really translate that. So we're not maybe counted out as maybe, oh, they're just maybe a creative agency.

So that was the, that was the reason for the move this year to MSM digital. And it's, it's been a good run. Yeah. Yeah, man. Is, how is, I know you've had and you're about to, I know We talked, you know, pre-episode about scaling and things like that. We'll come back to that. But, like, what's the biggest, maybe let's take it from two angles. Like, as an entrepreneur and, you know, that journey and owning your own business and putting the skin in the game and the risk and all that, what's like been the biggest surprise over the years or, I don't know, maybe just something you just didn't expect.

And then, you know, specific to the ad agency, and there's a two-part question there. you know like maybe industry specific you know like if there's if there's one or one a or one be there as far as you know building a business in in the advertising world yeah i well you know i never thought in my wildest dreams that i was i would be able to take the agency to where it is today just never had that you know i guess that foresight yeah you know again this was like a hobby you know I put thinking, hey, I could do this. But in the first month, I'm like, oh, wait a minute. I'm starting to make more money than in my full-time job.

So hold on this I didn't, you know. That's something here. So that's a big surprise, right? Yeah, all right. But, yeah, I just think that, you know, being able to grow to those different heights and constantly, you know, reinventing yourself at the same time, you know, still kind of surprises me in how we are as a company, how my team continues to evolve.

You know, from a client standpoint, it's just, I guess it comes down to, you know, the ability where we work with all industries. And I think that, and that's something I may ask you about, because I like the diversity. And a lot of times people ask me, do you focus on one niche, one industry? And I thought about that at times. you know, be the guy for X, Y, Z, yeah. But it's hard to turn down projects in different industries.

It's just, it's hard to do that. And it also gives us, in my opinion, the ability to be more creative and to also continue to think outside the box with these other types of projects and industries. Maybe if you found something, you know, in one industry, you say, you know what, I could be creative here

and try it over here, you know, it allows us to do that. We're not a one-trick pony. Yep. So, and I don't know how you, you really feel about that, but that always remains, you know, kind of it surprises us to see how we adapt, not only in working with the different industries, but also the team is constantly learning. They're constantly remaining in sponges as to what's going on, you know, in the marketplace

and new techniques with marketing. So we try to focus on that. And, you know, talent is the key, continuing to surround myself with, with, great talent. My team is excellent. I always tell them, you know, I'm as good as my team. So I could sell you on something, but if it's not executed properly. My saying is, I write checks all the time that my team cashes. Yeah. There it is. You know, but I wouldn't write them if I didn't know they could. Right, right. They don't bounce, but it's because they're good. Right. Right. And it's, that's the way it goes. You got to have a team. Yeah. And do you feel the same way when it comes to

industries. Yeah, I was going to answer that. That's a very hot topic in general with agencies and everybody says riches and the niches, right? And I think for some things it is. And don't get me wrong, I see why companies do that. And if you want to scale, if it's one industry and you become a specialist, there's probably a faster track to growth there. But I agree 100% and I've fought that specialization with radical because I think it makes us more skilled dealing with different things. If you do something the same all the time, you have one trick. Right.

And I don't, I think we're more creative and more, I think our ability to think and actually sometimes applying something that's worked for B to C. to B2B Yeah. Makes us unique and revolutionary. Versus, or maybe something that I picked up in textiles that's, you know, move the needle that could work in manufacturing or work in like some other industry. And I just, we turn it a little bit.

And I think if we were purely a B to B manufacturer agency, we wouldn't have that foresight. Right. We wouldn't be able to provide that pitherto. pivot yeah you know a little bit or fresh thinking yeah so I agree and I fought it and I I think I probably could have grown radical faster quicker niche you down yeah but I also enjoy the variety yeah yeah and so like I've done well enough and yeah have we have good clients and yeah I mean I could all you all want to scale some more but like

sure like but I enjoy the variety our team enjoys the right I think also it's hard to hold on team. Yeah. If you have really talented creative people and they get put in too small of a box all the time, you're not going to keep them on. You're not tapping in, right? You're not tapping into their talents. You know,

when you just talked about utilizing something that worked maybe for B2B into B2C or vice versa or whatever, I have a good example of that and thinking really outside the box. Yeah. So years ago, we had a client that specialized in men's formal wear. and they were a pretty big player with major brands that they carried and put out and they needed a new online presence. Anyway, long story short,

we set up those site designs like you typically would for men's formal wear because they were selling. And it's that typical style kind of catalog type of look. You know, it was a nice layout. But the sons of the owner who was taking more

of an interest in the company, it was just striking out with them. And I was like, wow, you know, We're not nailing this like we always do. Something's off, something's off. And I was relying on my designers. And I said, you know what? I have another meeting with them.

And I stayed up. I don't know what time was it, 2 a.m. or something, 3 a.m. to get it done. I did it myself. And I said, you know what? I'm not going to think as them, as men's formal wear and design like that. I'm going to take the mentality that I would for a photographer, a videographer, for that shoots weddings. The lifestyle images.

and this was like 10 years ago, the lifestyle images, that vibe of showing groomsmen in the settings, having fun out there, this and that, and brought that into the layout and home run at 3 a.m., you know?

So sometimes you can't be that one track mind and just be creative and you're utilizing maybe your ideas from different industries that you worked in. That's right. And you tie it in. Like, wow, you know, this is not really, we're not seeing this in our tuxedo type of industry.

Yeah. And so we worked. Yeah. You know, so that's just an example of kind of cross-pollinating, right? Yes. You know, so. I think it's, you know, it's a lot of ways to skin the cat. Yeah.

And I mean, I've, but I've gone down a similar road, and I just think, I don't know. It's, we, the one central point we kind of rally around is human to human. That's kind of our, like, whether we work with B2B or B2C, we promote ourselves as being a very human agency, and we always ground our clients back in a human voice. And so that's kind of our, I don't know, Lane. Yeah. Well, you were talking about that before, and it makes sense.

Like what you were saying, people don't want to be sold to. No. And that's, that's... You've got to understand that. 1,000%. If there's an insight there. Yeah, that's 1,000%. It's like, okay, yeah, of course, nobody wants to be sold.

Right. But it means that you need to market. accordingly. Right. Yes, and that's the, that's the human side of it. And it's so key. If you think along those lines, you know, they'll pay attention more. You're hitting pain points. You're like, you know, you're putting yourself in their shoes and such. And they're going to relate to that. They're going to gravitate to that content. So that was, that was key. You mentioned that. You mentioned something else, too, when it comes to, you know, the human voice and the element. But I think that's, That should be the approach now.

You know, what was that thing you were talking about? The friction and... Yeah, you got to read friction. Right. I mean, you know, Amazon has changed the game for everything. And so you've got to make the path to purchase super narrow, super folk, super easy. Right. And, you know, like the best creative, you know, execution gets in the way, Coinbase, you know, doing that thing.

And then their server crash, they weren't ready for it. They weren't ready for it. They were ready for. You got half a billion people watching the Super Bowl. You needed to assume 20. 25% we're going to hit your website. Right. Absolutely.

All you do is great friction for them trying to come see who you are. That's right. Removing friction. Those are my, those are the offered playbook. That's great. Human and friction removal. That's awesome. Speaking about playbook, man, what happened with your team today?

Oh, one. 27. Right. Yeah. Right. Okay. Clemsonsons. They have the largest home winning 76 in a row at home.

Oh, you kidding? Yeah. And so they're playing at home today. Syracuse is up 21, 10 a half. Oh. Clemson scores 17 unanswered. 27, 21. Defense shut them down to like negative 10 yards.

Really? Oh, wow. It's stoppable. Like a brick wall, man. Yeah. Oh, that's good stuff. Big win. That's good.

And Syracuse is good. Yeah. I mean, they're number 12. I mean, I'm not push through. I know that historically. You're great every year. Right. Do you know how to play in good?

So, yeah. Oh, that's good stuff. Yeah. Yes. So sidebar for those of you out there. Yeah. You know, everybody, Everybody at Lusus regularly knows I'm a Clemson guy.

Yeah, we had to bring it up, man. We had to bring it up. Yes, yes. Mario, so where's it all going? We want to scale, I mean, side hustles. I mean, what else we got cooking? Yeah, I guess, you know, we want to scale, but I think for the first time, what I'm starting to do is separate myself a little bit to build my own personal brand.

Yeah. I think that's important. I think it's been long overdue, you know, the amount of experience at the moment, you know, 23 years under my belt, the industries I've worked in. I mean, we had great recognition over the years as well. So it's been a really great ride for the company. But today it's all about that personal brand and how you're tying that back. The perfect example of what you did with the chart there of, you know, between your podcast,

and the personal brand and it leads back to the company. You know, that's so important with building relationships now, and it's key. And now that that's really been programmed in my mind this year, I'm speaking that way to clients when I see that there's opportunity for them now, making you an authority in that industry, you know, and I'm making them realize, like, especially building up their social presence and their brand voice, at the end of the day, I need to make you an educator, and an expert in your industry.

That's my job, right? So sometimes then now we're taking away that owner of the company and saying, we need to concentrate on your personal brand a little bit too, because the more good stuff you're putting out there, people are going to pay attention. And like they always preach, you know, the no like and trust. And I believe in that. And that's kind of been like really ingrained this year.

And so, of course, I started to branch out from the company to put my own stuff out there just to build up my own credibility. because But you've done it in the right order And you know, I did the same thing like You've done it for 23 years It makes a lot easier to get out there Because you already, you've got the credibility

Now you just need to amplify it, right? Right, just to just to And you've got the personality for it. Right, well I thank you. You know, you do, totally do. You know, it's fun speaking, it's fun getting on these things I would love to do more of these things like this and get out there

You know, I started my Instagram channel And just, you know, putting out good content value. Really, I'm really. That's all it is, is value. Yeah. And just how can we start collaborating, you know, start collaborating with people. And that's like the name of the game. You know, I think you mentioned it before, if I'm not mistaken.

I know Josh mentioned it, too. I always had this very, very competitive personality years back. Very competitive, right? There's plenty to go around. But there's, that's it. And I stopped that mentality long ago, and I said, you know what? It's all about collaboration now. There's more than enough for everybody to work together.

There's money to be made. And no one's, no, I don't look at people like as competitors anymore. Like, hey, how can we work together? Yeah. You know. Everybody's got a different skill set. You never know. There's always could be a need.

Or there could be somebody that says, you know what? I don't, this is not a fit for me. You don't want to talk to this client? Yeah. You know, and that's how things happen. So that's kind of been the change too. you know, just having that mentality. But the personal brand, that's kind of been my focus.

I just got to get my ass doing more like reels and video and stuff. That's why I'm looking at all this equipment. I says, send me a list, man. Yeah, I'll get you a list. You know, but, yeah, so that's kind of been our focus this year and what I would love to continue to do. Yeah. You know, so, and I feel it all at the end, it ties back to the company. Yeah.

You know, I tell my staff all the time. I say, I'm doing what I'm doing is because, you know, it's just, you know, it's, it's only going to make us stronger, you know? And they see that. And they've been highly motivated now by the things that we've been doing this year that, you know, that we never did. And I think it rejuvenates the staff, especially people who've been with me for 10 years plus, you know, which it's great to see. Well, you know, and I'll use Nick, you know, our producer's example.

But Nick's been with me for almost the long haul with Radical. Yeah. And, you know, I think he bought the vision in the beginning. but, you know, like, because at first, you know, your guests, your buddies and you're doing things with the podcast. And like, I'm like, but Nick, let me tell you where this is going. And then Nick, and then we got here, you know, yesterday or day before or whatever. And he goes, started from the bottom now we're here. That's it.

That's it. Perfect track, man. Yeah. Like, literally. But he, you know, I told him this is what's coming. Yeah. And it's here. That's it. Believe in the vision.

Yeah. You know, it's important. You know, I almost, if I pull it up in my Slack channel to my staff, when something happened recently, we got recent recognition, and I said that to them. I said, thank you for believing in my vision and, you know, and seeing, you know, what we're trying to do here, you know, and just coming along for the ride, you know, because look at what's going on, you know. Yeah.

So. You got to celebrate the wins, too. That's it. You know, we get enough hits, man. I know. You know, we get enough hits, man. Over the years, like no one gave me a playbook, man, you know. There isn't one.

Let me tell you. Right. I watched for 17 years. Yeah. I watched. So I got to see it. And even they didn't have a playbook. And you were down in Madison, right?

Oh, yeah. And is that how all these big campaigns kicked off? Yeah. Because that was one of my questions is, you know, you worked on this massive droid campaign, phenomenal success. And, you know, I was like, how does an agency obtain something at that level? Yeah, I mean, we pitched a business.

Is that what it's, so there's people actively? I pitched Verizon business in 2001 with an agency. It does my first job. We got the business and our agency got bought by one of the holding companies that put two lines of Verizon business together. And so that was my largest account for 10 years. But under Verizon, I worked on Droid, the Apple. iPhone launch,

the Razor. Oh, wow. Every major, major, like, named. You can think of that you remember the campaigns. I worked on every single major smartphone release. That's unbelievable, but were you,

I mean, obviously aggressive with the pitch, but were you more proactive or there was something out there with an RFP? We had RFPed the original piece of business, and then once we got in the door, it was more just... Then you kept. just campaigns.

We kept it for 13 years. So, yeah, so you kept talking with that. But I was, most of that stuff is RFP pitched at that level. And I, so, like, I worked on Budweiser and worked on, and that was a pitch, and then worked on Bojangles and

worked on, uh, Samsung and worked on, I mean, that's excellent, yeah, was involved in pitch. And I was a hybrid. I was creative strategy account guy. Yeah, yeah, yeah. And a rare breed. Yeah, for sure. In a New York agency. And they, but my, I have, the owner of our agency got out of my way.

The clients loved me and I had big ideas. Oh, wow. It was a magical combination. Yeah, right. Sometimes you get, the idea guys are lukewarm with the client. Yeah. You know, like they got good ideas and so that's why they have a job. Yeah, yeah, yeah.

But they're not great with the client. Right, right. Well, I was both. Oh, wow. And so, you know, I made them a lot of money. Oh, I can imagine, man. That's great. But I learned a lot.

I'm not like, you know, I've learned for 17 years and then I've applied it. That's it. But I also got to work on things. Like, if I had done. if I had started, no matter how smart I was, if I had started my agency, I wouldn't have gotten the experiences that I got, you know, because I've been, you know, as you know, like, and now owning my agency, it matters what I've done, but they want to see Radical's book of business.

Right, exactly. And so, you know, my legacy helps us, certainly. Yeah. But I'm not, you know, Pepsi's leading agency. Right. You know what I mean? And we could be. We should be.

I mean, I was 27 and the CMO of Verizon. and I was asking me what I thought they should do. Wow. I mean, you know, I mean, that's, I was an early riser. But so I can walk on any floor with credibility, but, you know, still what have you done lately? Right, right, sure. But that's interesting. That's more offline stuff we'll talk about, man.

I'm very interested in that stuff and what you've done with that process. Yeah. But it's true, man. It sets the stage, man, and it gets you to where now, hey, I got my own gig, you know, highly successful, you know, and taking all that experience. experience, all of that type of, you know, ups and downs and client campaigns now, you know, ideas and adapt, you know. So it's, yeah.

It's a crazy business. That's it. Mario, man. It's been great having you on working. I keep up with you and your agency. So you can follow me on Instagram at Mario S. Mirabella. That's my Instagram handle or even on LinkedIn. My website is still MSM designs.

Okay. with a z.com before we transition to MSM digital, but you can check me out. Even my company, everything's at MSM Designs with a Z with all the social handles. And yeah, it'll be great, you know? Yeah. And definitely follow up with you and see what's going on. It's been great.

Yeah, man. I appreciate it. I really enjoyed this. So, hey, guys, give Mario a follow. Go give him some love on social media and keep up. I'm sure he's going to be starting podcast and everything else. I'm going to come on your show. Oh, hell, yeah.

I would love to have you, man. Definitely. And, yeah, Safari along. And, hey, go to the Radcast.com. Search for Mario. You'll find all the content from today. You know where I'm at. I'm at Ryan Alford on all the platforms.

Ryan.offord on TikTok. I'm verified everywhere. I'm blowing up on TikTok. So go hit me up over there. See you next time on the Radcast.