With a quarter of a million dollars on the table and a new car up for grabs, Fuccillo KIA has upped its own ante on prizes and giveaways this month, topping both its free house and seven-new-Kias promotions held earlier this year.
Billy Fuccillo, owner of the Cape dealership on Pine Island road and CEO of Fuccillo Automotive Group based in Adams, N.Y., will pour $1.5 million in promotion dollars into the local economy this month alone. That's up from the million dollars spent in January and well over the $250,000 to $500,000 per month he typically spends on TV, radio, print advertising and direct mail. The additional funds will go to the 25 $10,000 cash prizes, the cost of the new 2012 KIA Sorento to be given away as part of an anti-text and drive campaign, and the talent fees for HUGEfest. That's the free mega concert to be headlined by rock legends STYX that will cap this month's promotion extravaganza to be held at the dealership May 31.
For Fuccillo, whose automotive group operates 31 franchises at 22 locations, it's a record.
"I've never done it before," he said in a telephone interview Friday. "I don't think anyone is giving away what I'm giving away."
The benefits are multifaceted, according to Fuccillo.
One, he's going to make a lot of people - probably in need - happy. Two, the $250,000 in cash is going to not only benefit those 25 people who win a five-figure share, it's going to be a boost to an economy that also needs it.
And, of course, it's hopefully going to help sell a lot of cars, a boost to both the local economy and the business itself.
Fuccillo KIA, which employs 125, is not only the top dealership within Fuccillo Automotive Group; based on volume, it's also the top Kia dealership in the country.
Fuccillo hopes to sell between 1,000 and 1,200 cars this month, a lofty goal he hit in January, that will help position the dealership to hit its 2012 target of 7,500 vehicles sold.
"In a perfect world," Fuccillo said, when asked if the sales goal reported in Automotive News was his target for the year. "I think we'd all like to live in a perfect world."
The promotions not only drive volume, but volume drives the promotions. Kia kicks in advertising "co-op" dollars for each new car sold with the dealership receiving $300-$350 per vehicle for advertising. In addition, good numbers result in more dealership cash.
"Co-op is based on wholesale allowance; it builds up your co-op pretty hard," he said of a large and successful promotion. "That's (the new promotion) definitively pretty big."
So is his market. Fuccillo Kia pulls customers from North Port to Naples and on out to Lehigh as well as the Cape.
Meanwhile, Fuccillo says he is just looking forward to a great concert and making some area families real happy.
"I'm looking forward to the night," he said. "We're going to have a lot of good feelings that night that will come with a lot of people leaving with $250,000; that will pay a lot of bills."
"You know what it's going to be?" he asked. "It's going to be HUGE."
"HUGEfest," being held in conjunction with Clear Channel Media + Entertainment, also will feature national recording country artists Randy Houser, Joe Diffie, Aaron Tippin and Sammy Kershaw, organizers said.
Fuccillo KIA's $250,000 cash giveaway was previously announced, as was the "Don't Text & Drive" campaign car giveaway also being held in conjunction with Clear Channel's radio stations 95.3 The River, Cat Country 107.1, Y100, and 105.5 The Beat.
The country concert lineup will be hosted by Cat Country while the headlining performance by STYX will be hosted by The River.
There will be no reserved seating at the free rain-or-shine show. Lawn chairs will be permitted, but no coolers, pets, umbrellas or tents. Food vendors will be on site at what is being promoted as a family event.
No purchase is necessary to register for the prize giveaways. Winners will need to be present to win.
For a chance to win the 2012 KIA Sorento, register at Fuccillo KIA at 404 NE Pine Island by signing the "Don't Text & Drive" pledge card between now and May 31.
Those interested in a chance at one of the $10,000 cash prizes also can register at the dealership.
The concert event will begin at 4 p.m. and will conclude at approximately 11 p.m.
Contest information and rules can be found at any of the four radio station websites: CatCountry1071.com , 953TheRiver.com, 1055TheBeat.com and Y100Florida.com. "HUGEfest" Concert information, can be found at catcountry1071.com or 953theriver.com.