Under the leadership of Mario Mur-gado, President and CEO, Brickell Motors has sold more Honda and GM vehicles in the last 10 years than over the previous thirty years combined by using intelligent, innovative and inte-grated marketing strategies that have helped the organization grow over 1000%.

To build a successful business, Mur-gado knew he would need a highly-eff ective marketing strategy to aff ect multiple marketing mediums includ-ing traditional, digital, targeted, social,

Intelligent Marketing Plan Helped Brickell Motors Grow 1000%

media, publicity, niche marketing, and reputation management. Murgado also felt strongly that pro-active in-volvement in the local community and eff ective advertising to the local Latino population would be key to the success of the Brickell organization.

Th is Success Story highlights some of the processes and practices that Brick-ell Motors has developed to grow its organization over 1000% by attracting, servicing and retaining more custom-ers profi tably for less cost in a competi-tive metropolitan market.

Th e basis of Brickell’s strategy begins with market research. Brickell sought to identify consumers with the highest statistical probability of doing business with their dealerships and to target those customers and prospects with custom messaging based on the status of their vehicle. “We use a combination of manufacturer research, Polk mar-ket data and the dealer’s historic sales and service trends to map out which customers to target now and in the future,” said Budd Blackburn, owner of www.TeamVelocityMarketing, the targeted marketing company that

In a Nutshell

Intelligent Marketing Plan Helped Brickell Motors Grow 1000%

Success StoryU.S. than there are Spaniards in Spain or Canadians in Canada, it is impera-tive to know how to market eff ectively to this population.”

Always looking for opportunities to reach out to the community, Brickell also developed a special niche market-ing program for local teachers with a “Back to School” promotion that honored all Miami area public and private school teachers with an exclu-sive special of only $50.00 over Brickell employee pricing on any new Honda in-stock, and the teachers kept all in-centives. “We consider today’s educa-tors pillars of the community who continue to educate our youth during a time of unprecedented budget cuts and economic adversity. We would like to extend this special thank you to them,” said Murgado. Th eir invest-ment in the community is sincere, whether through special teacher pro-grams or charitable works the Brickell organization is a true member of the community.

Brickell’s commitment to outstanding customer sales and service has made them a stand-out in the Miami area. Th ey are rated the #1 Honda Dealer in Miami by Google reviews so when you google Brickell Honda every result is positive which is not typical for most dealers. “To make it easy for our cus-tomers we built a web site, www.Brick-ellMotorsReviews.com, that gives our customers step-by-step instructions on how to share their positive reviews,” Murgado explained.

Brickell is also a member of the Auto-motive Advertising Network (AAN), the 3rd most popular lead generation platform, aft er Auto Trader and Cars.com, which generates thousands of in-bound links that increase Brickell’s online ranking. “If you search google for “Miami Honda”, Brickell Honda pops-up as the fi rst Honda dealer for the region and in a competitive online market that’s where you want to be – on top,” said David Boice, co-founder of AAN (www.automomotiveadver-tisingnetwork.com).

Brickell also utilizes Video Search En-gine Optimization (VSEO) to appear at the top of search engines for highly competitive search phrases. Consum-ers in the Miami market who search for vehicles online immediately fi nd positive videos about Brickell and the cars they sell because Google gives 55 times more authority to video than text results, said Karry Moore, President of www.Car-mercial.com, the VSEO company that Brickell uses. “Video combines the power of sight, sound and motion that gets the customer excited and drives them to Brickell,” added Moore.

Murgado has a passion for excellence and sets the bar high for his employ-ees to make sure that every customer is handled with the utmost care, “We strive to clearly and honestly explain the products and services that we off er. Our customers want to be respected and understood, and it’s up to us to make this happen,” said Murgado. “Every call that comes into the dealer-

ship is monitored 24/7 and we send real-time alerts so the dealership can repair broken relationships before it’s too late,” said Chip King, owner of www.CallRevu.com, the company Brickell uses.

“Th is system also helps us track our ad-vertising to see what marketing initiatives are generating the most response – it’s a real eye-opener when you discover that calls you thought were simply coming in off our web site are actually initiating from other campaigns that directed consumers to our web sites. It helps us prioritize our marketing dollars more effi ciently,” Mur-gado explained.

“We spend a lot of money to attract cus-tomers and we want to make sure we ex-ceed their expectations. My managers are alerted immediately whenever a potential problem or concern arises so that we can quickly reach out to the customer and hopefully fi x whatever concerns they may have and create a customer for life,” said Murgado.

Teacher Appreciation Program

Brickell Motors has sold more Honda and GM vehicles in the last 10 years than over the previous thirty years by implementing an intelligent marketing strategy across all marketing mediums.

Brickell Motors conducts in-depth market research to nd customers with the highest statistical probability of buying or servicing a vehicle with their dealership.

Brickell targets the best in-market customers and prospects with custom messaging speci c to the customer’s vehicle status.

Brickell Motors uses Video Search Engine Optimization (VSEO) to appear on top of the search engines for the most popular search phrases in their market.

Brickell has a comprehensive bi-lingual marketing strategy that targets the growing Latino community.

Brickell monitors all customer phone calls to ensure sales and service calls are being handled properly and alert management so they can save a deal today and customers over the long term.

The Brickell organization is deeply involved in the local community.

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Success Story Success Story

In a Nutshell

In a Nutshell

Intelligent Marketing Plan Helped Brickell Motors Grow 1000%

Brickell Motors uses. “With the market data and our state-of-the-art print tech-nology Brickell not only targets the best customers, but is also able to talk intelli-gently to their customers based on their vehicle status,” Blackburn added.

Brickell’s marketing strategy consis-tently communicates a cohesive mes-sage throughout the fi ve year life cycle of the customer that begins by thank-ing new customers, providing main-tenance and service reminders, recall notices, and extended service warranty information. Brickell also has sales re-tention campaigns that target off -lease and retail fi nance customers. All Brick-ell’s customer communications are de-livered with a message that is unique to the customer’s status whether they are due for minor service or are eligible to upgrade to a new vehicle.

Additionally, Brickell incorporates bi-lingual messaging on all its marketing given the large Latino population in the Miami metropolitan area. With ap-proximately 50 million Hispanics living in the U.S. Latinos are the fastest grow-ing demographic in the nation and represent over half of Brickell’s market. “For us to market successfully within the Hispanic community it is impor-tant to be in-touch with the emotional, cultural and traditional values of the community,” said Murgado.

Brickell has always been actively in-volved in the community partner-ing early on with Camillus House, a non-profi t organization that provides humanitarian services to men, wom-en and children who are poor and homeless. “Camillus House extended its hands to the fi rst Cubans who ar-

rived in this country. Partnering with this organization was a way to tell the community ‘we are here for you’, and we are still here for them today,” said Murgado. With the continued growth of the Hispanic and Latino population nationwide it is essential for dealers to understand how to market eff ectively to this demographic and Murgado’s back-ground gives him a natural sensibility that is authentic.

“It is very easy to work with Mario to market Brickell Motors because he is deeply involved and respected in the community so he is very aware of what consumers want and what they will re-spond to,” said Sean Wolfi ngton, owner of www.Tier10marketing.com, the company that does all of Brickell Mo-tors’ marketing in both Spanish and English. “Th ere are more Latinos in the

Brickell Motors has sold more Honda and GM vehicles in the last 10 years than over the previous thirty years by implementing an intelligent marketing strategy across all marketing mediums.

Brickell Motors conducts in-depth market research to nd customers with the highest statistical probability of buying or servicing a vehicle with their dealership.

Brickell targets the best in-market customers and prospects with custom messaging speci c to the customer’s vehicle status.

Brickell Motors uses Video Search Engine Optimization (VSEO) to appear on top of the search engines for the most popular search phrases in their market.

Brickell has a comprehensive bi-lingual marketing strategy that targets the growing Latino community.

Brickell monitors all customer phone calls to ensure sales and service calls are being handled properly and alert management so they can save a deal today and customers over the long term.

The Brickell organization is deeply involved in the local community.

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• Brickell Honda Promotional Materials

Brickell Motors has sold more Honda and GM vehicles in the last 10 years than over the previous thirty years by implementing an intelligent marketing strategy across all marketing mediums.

Brickell Motors conducts in-depth market research to nd customers with the highest statistical probability of buying or servicing a vehicle with their dealership.

Brickell targets the best in-market customers and prospects with custom messaging speci c to the customer’s vehicle status.

Brickell Motors uses Video Search Engine Optimization (VSEO) to appear on top of the search engines for the most popular search phrases in their market.

Brickell has a comprehensive bi-lingual marketing strategy that targets the growing Latino community.

Brickell monitors all customer phone calls to ensure sales and service calls are being handled properly and alert management so they can save a deal today and customers over the long term.

The Brickell organization is deeply involved in the local community.

•

•

•

•

•

•

Success Story Success Story

In a Nutshell

In a Nutshell

Intelligent Marketing Plan Helped Brickell Motors Grow 1000%

Brickell Motors uses. “With the market data and our state-of-the-art print tech-nology Brickell not only targets the best customers, but is also able to talk intelli-gently to their customers based on their vehicle status,” Blackburn added.

Brickell’s marketing strategy consis-tently communicates a cohesive mes-sage throughout the fi ve year life cycle of the customer that begins by thank-ing new customers, providing main-tenance and service reminders, recall notices, and extended service warranty information. Brickell also has sales re-tention campaigns that target off -lease and retail fi nance customers. All Brick-ell’s customer communications are de-livered with a message that is unique to the customer’s status whether they are due for minor service or are eligible to upgrade to a new vehicle.

Additionally, Brickell incorporates bi-lingual messaging on all its marketing given the large Latino population in the Miami metropolitan area. With ap-proximately 50 million Hispanics living in the U.S. Latinos are the fastest grow-ing demographic in the nation and represent over half of Brickell’s market. “For us to market successfully within the Hispanic community it is impor-tant to be in-touch with the emotional, cultural and traditional values of the community,” said Murgado.

Brickell has always been actively in-volved in the community partner-ing early on with Camillus House, a non-profi t organization that provides humanitarian services to men, wom-en and children who are poor and homeless. “Camillus House extended its hands to the fi rst Cubans who ar-

rived in this country. Partnering with this organization was a way to tell the community ‘we are here for you’, and we are still here for them today,” said Murgado. With the continued growth of the Hispanic and Latino population nationwide it is essential for dealers to understand how to market eff ectively to this demographic and Murgado’s back-ground gives him a natural sensibility that is authentic.

“It is very easy to work with Mario to market Brickell Motors because he is deeply involved and respected in the community so he is very aware of what consumers want and what they will re-spond to,” said Sean Wolfi ngton, owner of www.Tier10marketing.com, the company that does all of Brickell Mo-tors’ marketing in both Spanish and English. “Th ere are more Latinos in the

Brickell Motors has sold more Honda and GM vehicles in the last 10 years than over the previous thirty years by implementing an intelligent marketing strategy across all marketing mediums.

Brickell Motors conducts in-depth market research to nd customers with the highest statistical probability of buying or servicing a vehicle with their dealership.

Brickell targets the best in-market customers and prospects with custom messaging speci c to the customer’s vehicle status.

Brickell Motors uses Video Search Engine Optimization (VSEO) to appear on top of the search engines for the most popular search phrases in their market.

Brickell has a comprehensive bi-lingual marketing strategy that targets the growing Latino community.

Brickell monitors all customer phone calls to ensure sales and service calls are being handled properly and alert management so they can save a deal today and customers over the long term.

The Brickell organization is deeply involved in the local community.

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•

•

•

•

• Brickell Honda Promotional Materials

Brickell Motors has sold more Honda and GM vehicles in the last 10 years than over the previous thirty years by implementing an intelligent marketing strategy across all marketing mediums.

Brickell Motors conducts in-depth market research to nd customers with the highest statistical probability of buying or servicing a vehicle with their dealership.

Brickell targets the best in-market customers and prospects with custom messaging speci c to the customer’s vehicle status.

Brickell Motors uses Video Search Engine Optimization (VSEO) to appear on top of the search engines for the most popular search phrases in their market.

Brickell has a comprehensive bi-lingual marketing strategy that targets the growing Latino community.

Brickell monitors all customer phone calls to ensure sales and service calls are being handled properly and alert management so they can save a deal today and customers over the long term.

The Brickell organization is deeply involved in the local community.

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•

•

•

•

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Under the leadership of Mario Mur-gado, President and CEO, Brickell Motors has sold more Honda and GM vehicles in the last 10 years than over the previous thirty years combined by using intelligent, innovative and inte-grated marketing strategies that have helped the organization grow over 1000%.

To build a successful business, Mur-gado knew he would need a highly-eff ective marketing strategy to aff ect multiple marketing mediums includ-ing traditional, digital, targeted, social,

Intelligent Marketing Plan Helped Brickell Motors Grow 1000%

media, publicity, niche marketing, and reputation management. Murgado also felt strongly that pro-active in-volvement in the local community and eff ective advertising to the local Latino population would be key to the success of the Brickell organization.

Th is Success Story highlights some of the processes and practices that Brick-ell Motors has developed to grow its organization over 1000% by attracting, servicing and retaining more custom-ers profi tably for less cost in a competi-tive metropolitan market.

Th e basis of Brickell’s strategy begins with market research. Brickell sought to identify consumers with the highest statistical probability of doing business with their dealerships and to target those customers and prospects with custom messaging based on the status of their vehicle. “We use a combination of manufacturer research, Polk mar-ket data and the dealer’s historic sales and service trends to map out which customers to target now and in the future,” said Budd Blackburn, owner of www.TeamVelocityMarketing, the targeted marketing company that

In a Nutshell

Intelligent Marketing Plan Helped Brickell Motors Grow 1000%

Success StoryU.S. than there are Spaniards in Spain or Canadians in Canada, it is impera-tive to know how to market eff ectively to this population.”

Always looking for opportunities to reach out to the community, Brickell also developed a special niche market-ing program for local teachers with a “Back to School” promotion that honored all Miami area public and private school teachers with an exclu-sive special of only $50.00 over Brickell employee pricing on any new Honda in-stock, and the teachers kept all in-centives. “We consider today’s educa-tors pillars of the community who continue to educate our youth during a time of unprecedented budget cuts and economic adversity. We would like to extend this special thank you to them,” said Murgado. Th eir invest-ment in the community is sincere, whether through special teacher pro-grams or charitable works the Brickell organization is a true member of the community.

Brickell’s commitment to outstanding customer sales and service has made them a stand-out in the Miami area. Th ey are rated the #1 Honda Dealer in Miami by Google reviews so when you google Brickell Honda every result is positive which is not typical for most dealers. “To make it easy for our cus-tomers we built a web site, www.Brick-ellMotorsReviews.com, that gives our customers step-by-step instructions on how to share their positive reviews,” Murgado explained.

Brickell is also a member of the Auto-motive Advertising Network (AAN), the 3rd most popular lead generation platform, aft er Auto Trader and Cars.com, which generates thousands of in-bound links that increase Brickell’s online ranking. “If you search google for “Miami Honda”, Brickell Honda pops-up as the fi rst Honda dealer for the region and in a competitive online market that’s where you want to be – on top,” said David Boice, co-founder of AAN (www.automomotiveadver-tisingnetwork.com).

Brickell also utilizes Video Search En-gine Optimization (VSEO) to appear at the top of search engines for highly competitive search phrases. Consum-ers in the Miami market who search for vehicles online immediately fi nd positive videos about Brickell and the cars they sell because Google gives 55 times more authority to video than text results, said Karry Moore, President of www.Car-mercial.com, the VSEO company that Brickell uses. “Video combines the power of sight, sound and motion that gets the customer excited and drives them to Brickell,” added Moore.

Murgado has a passion for excellence and sets the bar high for his employ-ees to make sure that every customer is handled with the utmost care, “We strive to clearly and honestly explain the products and services that we off er. Our customers want to be respected and understood, and it’s up to us to make this happen,” said Murgado. “Every call that comes into the dealer-

ship is monitored 24/7 and we send real-time alerts so the dealership can repair broken relationships before it’s too late,” said Chip King, owner of www.CallRevu.com, the company Brickell uses.

“Th is system also helps us track our ad-vertising to see what marketing initiatives are generating the most response – it’s a real eye-opener when you discover that calls you thought were simply coming in off our web site are actually initiating from other campaigns that directed consumers to our web sites. It helps us prioritize our marketing dollars more effi ciently,” Mur-gado explained.

“We spend a lot of money to attract cus-tomers and we want to make sure we ex-ceed their expectations. My managers are alerted immediately whenever a potential problem or concern arises so that we can quickly reach out to the customer and hopefully fi x whatever concerns they may have and create a customer for life,” said Murgado.

Teacher Appreciation Program

Brickell Motors has sold more Honda and GM vehicles in the last 10 years than over the previous thirty years by implementing an intelligent marketing strategy across all marketing mediums.

Brickell Motors conducts in-depth market research to nd customers with the highest statistical probability of buying or servicing a vehicle with their dealership.

Brickell targets the best in-market customers and prospects with custom messaging speci c to the customer’s vehicle status.

Brickell Motors uses Video Search Engine Optimization (VSEO) to appear on top of the search engines for the most popular search phrases in their market.

Brickell has a comprehensive bi-lingual marketing strategy that targets the growing Latino community.

Brickell monitors all customer phone calls to ensure sales and service calls are being handled properly and alert management so they can save a deal today and customers over the long term.

The Brickell organization is deeply involved in the local community.

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