His reach is inescapable.
Even if you somehow avoided watching television or listening to the radio for months, odds are an advertising flier printed with the slogan "It's huge" has made its way into your mailbox.
You could also steer clear of your mailbox, but if you drive in Southwest Florida, a Fuccillo Kia billboard will likely catch your eye.
You might think a day hidden at the beach would provide sanctuary? Only until an airplane flies by towing a banner that reads, well, you know: "It's Huge!"
Since opening the Kia dealership in Cape Coral in December 2010, Billy Fuccillo has become one of the most recognizable figures in Southwest Florida with the help of his simple slogan and his homespun advertisements that saturate the airwaves. In a typical month, often with Caroline Renfro at his side, Fuccillo said he shoots 40 television spots, and does 30 radio commercials.
The Cape Coral outpost is the No. 1-selling Kia dealership in the country.
"You think people want to listen to the same one commercial from X car-dealer over and over again? People don't want that, it's boring," Fuccillo said.
"You have to make sure you are different from the rest, and that's what we choose to do."
But not everyone enjoys Fuccillo's style. In 2010, a Facebook page was launched called, "Billy Fuccillo is the most annoying human being on earth." It has more than 13,500 "likes."
Christine Wright-Isak, an associate marketing professor at Florida Gulf Coast University, has heard the same complainants from some of her students.
"I told them, 'Yeah, we're all annoyed, but we all know the name Fuccillo,' " said Wright-Isak.
She added that many of her students drive Kia's because they are affordable.
"We've been listening to 'It's huge-a' forever now, and so consumers start to skip right past the slogan," Wright-Isak said. "So every once in a while, just to spice it up, Fuccillo tells us there's going to be a giveaway."
People love free stuff. And businesses are always looking for ways to get consumers to sample their products. But, as he often does, Fuccillo recently went above and beyond the norm of a traditional giveaway. The often-unconstrained owner of Fuccillo Kia gave away a $120,000 home and six cars in the dealership's second annual Huge-A-Thon event April 2 in Cape Coral.
"When you're huge, you have to come up with huge ideas," said Fucillo, who owns 22 car dealerships nationwide. "Is it effective? Yeah, we sold over a thousand cars last month. That's effective. I did the same thing in New York a couple years back, so I had a pretty good idea it would work."
Fuccillo promoted and marketed the event for more than a month. He said he spends around $250,000 on advertising during a typical 30-day cycle. With his goal of selling 1,000 new Kia automobiles, that figure rocketed to $1 million in January. During Fuccillo's most recent event, nearly 10,000 entries were submitted to win the home in Cape Coral.
"You have to look at the immediate impact on the market, which is a thousand-plus automobiles in use. But more importantly, it's what (the giveaway) does down the road. It keeps people talking and thinking and so over the next two or three months it will bring in more business," he said.
But the marketing campaign isn't only benefiting Fuccillo's dealership. The other two Kia dealerships operating in Southwest Florida, Airport Kia in Naples and Galeana Kia in Fort Myers, said Fuccillo's strategy is good for the Kia brand as a whole.
"He (Fuccillo) has created more brand awareness without a doubt," said Galeana Kia owner Frank Galeana Jr. "Because of the amount of advertising, which other dealers might not be able to put into the market, people are looking at the Kia brand not just at Fuccillo's dealership, but also here in Fort Myers."
Richard Curry, who handles the advertising for the Airport Kia in Naples, said because there are only three Kia dealerships in Southwest Florida, it's logical that Fuccillo's push for product awareness would benefit everyone selling the same brand of automobiles.
"More awareness for Kia products means more people in every showroom," said Curry. "We've definitely seen an increase in traffic; there are many people that shop us because of him."
And despite the sometimes "annoying and loud" advertisements, Wright-Isak said Fuccillo's marketing campaign is very strategic, which is also the key to a successful promotional event.
"Fuccillo has been very clever about getting us to link in our minds his name with his car brand Kia," said Wright-Isak. "In his case, the giveaway idea is likely to work quite well."
Fuccillo also handed out an unexpected present to Patricia Mackenzie at the event. Mackenzie of Cape Coral thought she had heard her name announced during the drawing.
"So she came up with this little baby, right. I made everyone whisper their address to me, and I looked down and it wasn't the same address," Fuccillo remembered. "I said, 'what are you doing?' and she said, 'I'm a single mom and I have two kids.' She looked like she lost her puppy dog, so I gave her a car. It was all good, everyone thought it was the right thing to do."
When asked about giving away a $120,000 home and six cars, Fuccillo said: "I got a little excited and gave away a few cars, but the promotion last month is going be tiny compared to what's going to come out in May. It's gonna be huge-a."