1. IgniteXDS.com
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a publication of
IgniteXDS.com
The Shift from Commodity
to Value Proposition
culture message process

2. 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. 3
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The Shift from Commodity to Value Proposition
When they Mostly Attract
Free Loaders &
One-Time
Customers!

4. 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. 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
VALUE
Proposition!

6. 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
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!

8. 8
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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

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

11. 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

12. 12
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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
• Traditional Media Tie-ins
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 Advertising,
Events, even in the way you answer the phone!
How We Do It:
• Strong Story Development
• Distinctive Branding
• Creative Design
• Engaging Content
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!

15. 15
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The Shift from Commodity to Value Proposition
Hurr� I�!
Limited Time Offer!
Or Does Your Current Marketing
at Your Customers?
Yell
Hurr� I�!
Buy NOW!
Limited Time Offer!
Act Fast!
Won’t Last!Won’t Last!
commodity

16. 16
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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
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

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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
So How Can
We Help You Define
Your Story?...

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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. 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. 24
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The Shift from Commodity to Value Proposition
How Do We Deliver It?
DefinedDefinedDefinedDefinedDefinedDefinedDefinedDefinedDefined
PlanPlanPlanPlan
Defined
Plan
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Media
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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 boardroom 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 effectively, 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 competi-
tive clients. Which is why we do not & will never take on competitive clients.
We want to help your company be as successful 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 customers,
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
Our Story
the Ignite XDS Journey
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 generating 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 under-
stand 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, Traditional
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 conversation. We promise, you’ll be
glad you did.