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a publication of

IgniteXDS.com

The Shift from Commodity to Value Proposition

culture message process

2

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The Shift from Commodity to Value Proposition

It’s Time to Break the Mold & Create

Passionate, Loyal Customers!

Why Use Gimmicks & Limited Time Offers to Attract

Customers?

3

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The Shift from Commodity to Value Proposition

When they Mostly Attract

Free Loaders & One-Time

Customers!

4

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The Shift from Commodity to Value Proposition

Ask Yourself... Do your Customers

have a reason to buy that

Doesn’t Expire?

5

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The Shift from Commodity to Value Proposition

Your Customers Already Know

What You Sell

But They Don’t Know

WHY They Should Buy from YOU!

commodity

VALUEProposition!

6

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The Shift from Commodity to Value Proposition

Where Are

Today’s Auto-Buyers

Shopping?

and Deciding?

HINT!HINT!

HINT! HINT!

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The Shift from Commodity to Value Proposition

85%

94% of Millennials

60%

are Shopping on the Internet!

of their Shopping Time

Deciding Online!

of Car Buyers

Car Buyers Spend

onlin

e

offli

ne

11.5 Hours on average

1995 2000 2005 2013

8

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The Shift from Commodity to Value Proposition

Relationships that were once

Developed ‘On the Lot’ are now

Established Online!The Internet has Made Ruthless Comparison Shopping a Way of Life.

Customers are Making their Choice in a Hidden Buying Cycle!

9

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The Shift from Commodity to Value Proposition

1.2

8

Showrooms Before Making a Purchase

Dealer Websites Before

Making a Purchase

Car Buyers Only Visit

Average Car Buyers Visit

2000 2009 2013

2000 2009 2013

10

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The Shift from Commodity to Value Proposition

Daily News

Clinging to Traditional Marketing

Venues will Result in

Lost Opportunity! Commodity Advertising

Buying Funnel

est. 1898 est. 1620 est. 1922 eEsT. 1930

Newspaper Ads Radio Commercials Television Ads

11

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The Shift from Commodity to Value Proposition

Internet Referral from

Friend/Family

Newspaper Direct Mail Outdoor AdsTelevision Magazine Radio

0%0%

4%

16%

26%

N/A

Drove By/

Walked-In

N/A

Prior Experience

with Dealership

N/A

Online

News Site

N/A

15%

20%

1%

18%

0%

10%

20%

30%

40%

50%

60%

70%

*Source: 2013 AutoTrader.com/ Polk Automotive Influence Study

IgniteXDS.com

Even Worse - It Will Lead to

Mis-Aligned Advertising & Marketing

& a Waste of Money!

Internet

62%

New Car Buyers

47%

Referral from

Friend/Family

13%12% 12%

NewspaperDrove By/

Walked-In

7%

11%

Prior Experience

with Dealership

7%

Outdoor AdsTelevision

2%3% 3%

Online

News Site

2%

Radio

1%1% 1%1%1%

Magazine

1%1%

Direct Mail

1%1%2%

Used Car Buyers

0%

10%

20%

30%

40%

50%

60%

70%

*Source: 2013 AutoTrader.com/ Polk Automotive Influence Study

IgniteXDS.com

Most Influential Advertising Sources

Typical Dealership Marketing Spending

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The Shift from Commodity to Value Proposition

Culture Message Process Get it Our There! Using Every Tool at

Your Disposal.

It’s about engaging the masses with your story at every point along the buying journey! In a way that customers will instantly connect with you.

How We Do It: • Websites, Micro-sites & Landing Pages • Social Media • Blog, Content Marketing & SEO

Tell Your Story! Everywhere and in

Every Way Possible.

It’s about creating an emotional connection with your customers & prospects. Across everything! Online, In-Store, All Your Adver-tising, Events, even in the way you answer the phone!

How We Do It: • Strong Story Development • Distinctive Branding • Creative Design

Keep it Going! Be Sure You’re Always

Working at Peak Performance.

Process is key to making sure your Culture & your Message are working to get you the best results possible. Everything you do needs to be Measure, Analyzed & Measure again!

How We Do It:

• Constant Analytic Review • Lead Nurturing & Follow-Up • Sales Process Training • Brain Storming & Cultivating New Ideas

What Does Modern Marketing Look Like?

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The Shift from Commodity to Value Proposition

Wrapping Your

Culture, Message & Process Around ‘Your Story’ Creates Your

WHY Buy!

Message Pro

cess

Culture

Story

Your

Why Buy+ + =

VALUEProposition!

culture message process

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The Shift from Commodity to Value Proposition

Put ‘Your Story’ to the

test with these questions...

Are You Even Telling It?

Does it Reflect Your Core Company Values?

How Honest Is It?Does it Add Value?

Have you Given Customers a Way to Relate?

^current

VALUEProposition!

15

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The Shift from Commodity to Value Proposition

Limited Time Offer!

Or Does Your Current Marketing

at Your Customers?

Buy NOW!

Limited Time Offer!

Act Fast!Won’t Last!Won’t Last!

commodity

Hurry In!Hurry In!Yell

16

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The Shift from Commodity to Value Proposition

Experience

WOW!

Equip

Learn

Reward

Recommend

Adv

ocate Journey

Discover

Find

Evaluate

Educate

Close

Buy

Pros

pect Journey

Message Pro

cess

Culture

Story

Your

Why Buy

Remember! Today’s Customers Make an Online

Buying Journey!The Hidden Buying Cycle

VALUEProposition!

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The Shift from Commodity to Value Proposition

Your Story Must Come from the Heart!

20x More Memorable

than Facts!

Less than10%

of All Businesses are Sharing

their Authentic Story Online!

facts

eep!

Emotional

Stories are

Results: HUGE Opportunity!

IMPORTANT!

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The Shift from Commodity to Value Proposition

Do You & Your Customers See Eye to Eye?

81% of CEOs

believe they are delivering on

their brand promise.

ONLY 8%

of customers agree!

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The Shift from Commodity to Value Proposition

Ford Direct

Cobalt

Dealer.com

In a World of

Syndicated Standardization

commodity

commodity

commodity

20

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The Shift from Commodity to Value Proposition

Culture, Message & ProcessMust be Leveraged into your Unique & Powerful

STORY!Traffic + Engagement + Leads + Nurturing + Analysis + Sales =

Longterm Success!

Message Pro

cess

Culture

Story

Your

Why Buy+ + =

VALUEProposition!

21

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The Shift from Commodity to Value Proposition

So How Can We Help You Define

Your Story?...

22

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The Shift from Commodity to Value Proposition

We help you create an

Individualized Game Plan based on your

Competition Strengths & Goals!

We’re Not Your Typical Agency!

23

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The Shift from Commodity to Value Proposition

Culture Message Process • Strong Story Development

• Distinctive Branding

• Creative Design

• Engaging Content

• Websites, Microsites, &

Landing Pages

• Social Media

• Blog, Content Marketing & SEO

• Traditional Media Tie-ins

• Constant Analytic Review

• Lead Nurturing & Follow-Up

• Sales Process Training

• Brain Storming & Cultivating

New Ideas

We Help You Succeed In These 3 Key Areas!

24

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The Shift from Commodity to Value Proposition

How Do We Deliver It?

DefinedDefinedDefinedDefinedDefinedDefinedDefinedDefinedDefined

PlanPlanPlanPlan

Defined

Plan

MainMainMainMainMainMainMainMainMainMainMainMain

WebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsite

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Website

BlogsBlogsBlogsBlogs

Social Social

MediaMediaMediaMediaMediaMedia

Social

Media

SEOSEOSEOSEO

Search EngineSearch EngineSearch EngineSearch EngineSearch EngineSearch EngineSearch EngineSearch EngineSearch Engine

OptimazationOptimazationOptimazation

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Optimazation

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Search EngineSearch Engine

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Search Engine

SEO

Search Engine

Optimazation

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Pay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per Click

PPC

Pay Per Click

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MicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicro

SitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSites

Micro

Sites

Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing Landing

PagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPages

Landing

Pages

Landing Landing

Pages

Landing Landing

Pages

Landing Landing

Pages

Landing Landing

Pages

Landing Landing

Pages

Landing Landing

Pages

Landing Landing

Pages

Landing Landing

Pages

Landing Landing

Pages

Landing Landing

Pages

Landing Landing

Pages

1. Tell Your Story

2. Get Found

3. Drive Traffic

4. Nurture Leads

5. Convert

6. Analyze

7. Refine

8. Grow!

We Use the Ignite XDS Inbound Marketing Process

Culture Message Process

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The Shift from Commodity to Value Proposition

What Sets Us Apart?

We’re NOT for Everyone!

Looking for Just the Right Fit There are over 28,000 Auto Dealerships in the United States alone but we’re only looking for the select few that will benefit most from our efforts. We pride ourselves on the cornerstone that we don’t offer set-it-and-forget-it solutions. A partnership with us is a real, engaging, ongoing relationship. We take the time to get to know you like family, before we ever discuss doing business together. Most importantly, we want everyone on board. If your entire dealership, from the board-room to the showroom, isn’t all in, we can’t perform at our best & more importantly neither can you!

We Don’t Take on Competitive Clients We have access to a rich data-base of information about car buyers & car buying trends that allow us to target your community most effec-tively, and help you become more successful. It’s in our best interest to help you be the best you can be, but we wouldn’t be able to do that if we took on competitive clients. Which is why we do not & will never take on competitive clients. We want to help your company be as suc-cessful as you possibly can be, and we can’t deliver on that promise without pledging to be your private partner. So that’s exactly what we will do!

All 28,000 U.S. Dealerships

OLDIdeas

REPETITIVEIdeas

NEWIdeas

We’re looking for these guys!

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The Shift from Commodity to Value Proposition

Why Choose to Work With Us?

We’re All About the Three “F’s”

Flexible It’s not about how many hours you’ve worked, but how you get things done!

Fun The environment needs to reflect the personality & style of the company.

Fresh Getting enough time away is a must in order to cultivate the best creativity.

Our Staff Are All Rock Stars & Rocket Scientists! In order to provide a happy and successful experience for custom-ers, we have to have a one-of-a-kind staff. We know our process won’t work if there is even one piece not fitting just right. Our staff of unorthodox professionals have been hand selected and groomed to produce the highest quality marketing possible to get you more traffic, more leads & more sales!

We Give Ourselves the Freedom to be

AWESOME!!!

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The Shift from Commodity to Value Proposition

the Ignite XDS JourneyOur Story

It began like any other journey in search of greatness, in a small shop with a few creative guys and a couple of yellow legal pads looking to start a revolution. We had been carefully observing the current state of marketing for sometime and noticed there was a great opportunity developing. Marketing companies were either too focused on generat-ing results or too distracted with creative designs to deliver effective solutions for their clients. Don’t get us wrong, both are very necessary to be successful in the marketing game, but when used independently they don’t get the job done. We only have two goals in mind at all times – achieve happiness & success in the customer! Everything we do as a company hinges upon those two goals. If we have to work late, so be it! If we have to come in on a Saturday, we will! If the world is ending, we don’t budge! Well… we will probably get to higher ground first, but when it’s over we will come down the mountain, dust ourselves off and rebuild. We know we will never stop learning, creating, teaching and growing because that’s always been our story and it always will be.

Culture Message Process

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The Shift from Commodity to Value Proposition

Inbound Marketing A comprehensive guide that will take you through the philosophy, the tools & the process. All in one easy to understand book!

Social Media Learn how to create, market & manage a successful Social Media presence and how we can help you do it for less time and less money!

Autodrive Apps These online tools will help you cast a larger net for cultivating more lead opportunities to keep your customers engaged & coming back for more.

Web Marketing Everything you want to know about our web services including, Tradi-tional Websites, Portal Sites, Micro Sites & Landing Pages.

Content Marketing & SEO All the tips & tricks to getting your websites found online including SEO,Blogs & other tools we use to get your website found.

The New Company Culture The traditional company culture is changing. It’s less about how much time you’ve worked, but the quality of work you produce!

Check out our other eBooks at IgniteXDS.com!

Ignite XDS – Inbound Marketing

The people at Ignite XDS have made their careers studying buying trends, and buyers. We know marketing, we’ve pioneered Inbound Marketing, and we have the tools and infrastructure to get the job done. If you have goals, if you are willing to commit, if you want to get results, contact us today to begin the conver-sation. We promise, you’ll be glad you did.

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The Shift from Commodity to Value Proposition

Automotive Management Council 20 Group Scorecard

= 74= 70

71

70

66

58

60

52

66

72

64

65

67

60

56

67

58

58

61

58

82

80

48

44

50

46

48

46

59

47

41

40

37

41

45

40

48

48

81

80

67

71

81

62

71

72

66

66

59

65

71

57

70

53

57

53

64

50

63

7

26

57

14

3

5

9

15

15

13

7

0

14

0

0

= 46

= 61

= 45

= 54

= 45

= 54

= 44

= 54

= 43

= 50

= 43

= 48

= 41

= 48

= 41

= 39

Don Brown Chevrolet

Fisher Chevrolet

Bale Chevrolet

Capitol Chevrolet

Libertyville Chevrolet

Len Lyall Chevrolet

Graff Bay City

Ignite XDS Bench Mark

WooRank:

What is WooRank?WooRank is a dynamic Marketing Grader on a 100-point scale that represents your internet marketing effectiveness. WooRank is based on a website review of 70 factors ranging from keywords to website usability and social media presence.

What is Marketing Grader?Marketing Grader allows you to evaluate the effectiveness of your marketing by looking at many factors, including your website, social media activity, blogging activity, email marketing, lead nurturing, and analytics.

What is Search Grader?Search Grader grades your website’s ability to rank highly in Google search results. It measures keyword densities, quality and frequency of new content, number of web properties & their traffic. It also displays a total of search for each web property associated with your company.

LinkTally?Link Tally will count up how many times your website is shared across the 4 major social sharing sites: Facebook, Twitter, Google Plus and LinkedIn.

Marketing Grader: Search Grader: LinkTally:

Chesrown Chevrolet

Bob Steele Chevrolet

Joe Cooper Chevrolet

Miller Bros. Chevrolet

Uftring Weston Chevrolet

Richard Lucas Chevrolet

Titus-Will

Richard Chevrolet

Best Chevrolet

Trapp Chevrolet

Group Avg. Score = 47/100