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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
off
line
11.5 Hours
on average
1995 2000 2005 2013
8. 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. 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. 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
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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!
M
es
sage Pro
cess
Culture
Story
Your
Why Buy+ + =
VALUE
Proposition!
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
VALUE
Proposition!
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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
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The Shift from Commodity to Value Proposition
Experience
WOW!
Equip
Learn
Reward
R
ecommen
d
Advo
cate Jou
rney
Discover
Find
Evaluate
Educate
Close
Buy
Pros
pect Jou
rney
M
es
sage Pro
cess
Culture
Story
Your
Why Buy
Remember! Today’s Customers Make an Online
Buying Journey!
The Hidden Buying Cycle
VALUE
Proposition!
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The Shift from Commodity to Value Proposition
Your Story Must Come from the Heart!
20xMore 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
Culture, Message Process
Must be Leveraged into your Unique Powerful
STORY!
Traffic + Engagement + Leads + Nurturing + Analysis + Sales =
Longterm Success!
M
es
sage Pro
cess
Culture
Story
Your
Why Buy+ + =
VALUE
Proposition!
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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!
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The Shift from Commodity to Value Proposition
How Do We Deliver It?
DefinedDefinedDefinedDefinedDefinedDefinedDefinedDefinedDefined
PlanPlanPlanPlan
Defined
Plan
MainMainMainMainMainMainMainMainMainMainMainMain
WebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsite
Main
Website
BlogsBlogsBlogsBlogs
SocialSocial
MediaMediaMediaMediaMediaMedia
Social
Media
SEOSEOSEOSEO
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OptimazationOptimazationOptimazation
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Optimazation
Search EngineSearch Engine
Optimazation
Search EngineSearch Engine
Optimazation
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
LandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLanding
PagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPages
Landing
Pages
LandingLanding
Pages
LandingLanding
Pages
LandingLanding
Pages
LandingLanding
Pages
LandingLanding
Pages
LandingLanding
Pages
LandingLanding
Pages
LandingLanding
Pages
LandingLanding
Pages
LandingLanding
Pages
LandingLanding
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
OLD
Ideas
REPETITIVE
Ideas
NEW
Ideas
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 Journey
Our 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
