Intelligent Marketing Plan Helped Brickell Motors Grow 1000% Under the leadership of Mario Murgado, 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 integrated marketing strategies that have helped the organization grow over 1000%. To build a successful business, Murgado knew he would need a highlyeffective marketing strategy to affect multiple marketing mediums including traditional, digital, targeted, social,
media, publicity, niche marketing, and reputation management. Murgado also felt strongly that pro-active involvement in the local community and effective advertising to the local Latino population would be key to the success of the Brickell organization. This Success Story highlights some of the processes and practices that Brickell Motors has developed to grow its organization over 1000% by attracting, servicing and retaining more customers profitably for less cost in a competitive metropolitan market.
The 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 market 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