In last week’s ENS on Sales we discussed the fact that you don’t have to represent the number one station to be number one in sales.

We used the example of Fucillo KIA in Cape Coral Florida who sells more than 1,000 cars a month, even though KIA is not the number one brand car in North America.

Many of our readers asked “How does he do it?”

Those of you who know me, know that I’m a big believer in having the right creative as the key to advertising success, so I would like to tell you that Fucillo KIA has great creative. But they don’t.

Most people in Cape Coral will tell you they hate Fucillo KIA’s commercials. Therein lies part of the secret of his success. I said ‘most people’ because he advertises so heavily that virtually everyone in the market is aware of Fucillo KIA, where it is, and what they sell… Top-of-Mind awareness.

In a field as competitive as automotive sales, with tons of dealer ads, it’s almost impossible to come up with creative that stands out from the crowd. So, much to my chagrin, Fucillo’s two-part success formula is a formula any car dealer can benefit from:

1.)     Share of Voice, equals share of mind, which equals share of market. Fucillo’s commercials are, in my opinion, annoying, but there is no disputing that out-shouting the competition works. It would be virtually impossible to be in the Cape for a week and not have heard a Fucillo ad.

2.)    Consistent creative. Fucillo squeezes the word ‘huge’ into every spot… even when it doesn’t make sense. So much so, that if you use the word ‘huge’ in a sentence while in Cape Coral, someone will inevitably make a Fucillo KIA joke.

Your car dealers need to be told about the role of radio in creating share of mind and share of market.

P.S. Click here to arrange an online overview of how our local TOMA (Top-of-Mind Awareness) surveys can help you sell radio’s role in the new media environment.