Break The Mold | Ignite XDS

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a publication of

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Emotion Driven Marketing

The Shift from Commodity to Value Proposition

culture message process

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Break the Mold & Create Passionate, Loyal Customers?

Is it time to

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Many Dealers use Gimmicks & Limited Time Offers to Attract

Customers.

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But These Tend to Attract

Free Loaders & Limited Time

Customers!

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Do your Customers have

a reason to buy from you that

Doesn’t Expire?

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Your Customers Already Know

What You Sell

But They Don’t Know

WHY They Should Buy from YOU!

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To begin to Create Passionate Loyalty

in your customers

You Have to

Understand Where They Are!

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Your Customers Are Online!

85%

60%

are Pre-Shopping on the Internet!

of their Time Shopping Online!

of CarBuyers

Car BuyersSpend

onlin

e

offli

ne

11.5 Hours on average

1995 2000 2005 2010

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2 10

Will EVER Submit a Lead!

They Have Changed How They Shop!

1.2Showrooms Before Making a Purchase

Car BuyersOnly Visit

2001 2009 2011

out of

ONLY

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Daily News

What Used to be a

Direct Approach!to the Customer

Buying Funnel

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

Newspaper Ads Radio Commercials Television Ads

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Has Led to

MisappropriatedMarketing & Advertising

Internet

58%

50%

Referral from

Friend/Family

19%

16%

Newspaper

5%7%

Direct Mail

2%4%

Outdoor Ads

2%2%

TV

2%4%

Magazine

1%2%

Radio

1%1%

0%

10%

20%

30%

40%

50%

60%

*Source: 2011 AutoTrader.com/ Polk Automotive Influence Study

IgniteXDS.com

Internet Referral from

Friend/Family

Newspaper Direct Mail Outdoor Ads TV Magazine Radio

0%0%

6%6%

20%

0%

21%20%

2%

25%

0%

10%

20%

30%

40%

50%

60%

*Source: 2011 AutoTrader.com/ Polk Automotive Influence Study

IgniteXDS.com

Most Influential Advertising Sources

TypicalMarketing Spending

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Experience

WOW!

Equip

Learn

Reward

Recommend

Adv

ocate Journey

Message Pro

cess

Culture

Story

Your

Why Buy

Discover

Find

Evaluate

Educate

Close

Buy

Pros

pect Journey

Today’s Customers Make a

Buying Journey!

They Are Shopping in the Hidden Buying Cycle Online!

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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 PagesSocial MediaBlog, 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 Advertising, Events, even in the way you answer the phone!

How We Do It:

Custom BrandingCreative DesignStrong Story - Your Direction

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:

Lead Nurturing & Follow-UpSales Process TrainingBrain Storming & Cultivating New Ideas

This is How to Live in the Present!

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Together

Culture, Message & ProcessCreate ‘Your Story’ & Your Why Buy!

Message Pro

cess

Culture

Story

Your

Why Buy

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Put ‘Your Story’ to the

test with these questions...

Are You Even Telling It?

Does it Reflect Your Core Values?

How Honest Is It?Does it Add Value?

Have you Given Customers a Way to Relate?

^current

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Hurr� I�!

Limited Time Off er!

Ask Yourself Does Your Current Marketing

at Your Customers? Yell

Hurr� I�!Buy NOW!

Limited Time Off er!

Act Fast!Won’t Last!Won’t Last!

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Or Does it

Help the Customer Decide?

Purchase a Vehicle with us

& We’ll Donate $100 to

the Charity of your choice!

We’ve Got Your Back! Get

Our Family Discounts! When you Join Ours!

We’re Here For You! We host

Vehicle Technology Seminars Every Week!

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Telling ‘Your Story’ turns your

Commodity Proposition into a

Value Proposition!

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Have You Reviewed Your Marketing Lately?

81% of CEOs

believe they are delivering on

their brand promise.

ONLY 8%

of customers agree!

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Define Your Unique Story!

It Separates You from Your Competition.

Culture

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Sharing Your Story Online Will Spread It

Far Beyond the Original Customer.

Message

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A Refined Company Process will result in

More Traffic, More Leads & More Sales.

Process

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Ultimately ‘Your Story’ Will Translate into

Higher Sales & a Happier More Successful Company!

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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

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Remember ‘Your Story’ is all

Emotional!

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An Emotional Story will... Create Lasting ConnectionsEncourage Repeats &ReferralsCreate Advocates of Your Business!

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they will spread

Your StoryFar & Wide!

When you

Create Advocates

of Your Business

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Once You’ve Created Advocates &

They Have Told the World You Have to

Become Your Story!

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Once Your Story is

Nurtured & Supported

it can help to

Transform Your Businessinto a Legend!

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So How Do You Define Your Story?...

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We create an

Individualized Game Planbased on your

CompetitionStrengths& Goals!

That’s Where We Come In!

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Culture Message Process Are You Telling Your Story?

Have You Defined Your Brand?

Do You Have Employee Buy-In?

Have You Connected with

Your Community?

How do you Deliver

Your Message?

Online

Social Media

Traditional Media

Community Events

Are your Effectively

Nurturing Leads?

Are you Measuring

Success & Failure?

Are you Continually Seeking

New Opportunity?

We Help You Define Your Story!

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How Do We Deliver It?

DefinedDefinedDefinedDefinedDefinedDefinedDefinedDefinedDefined

PlanPlanPlanPlan

Defined

Plan

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WebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsite

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Media

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MicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicro

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Landing

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Landing Landing

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Creating your story is only half the battle!

You have to get it out there to the masses using everything

at your disposal. Our Inbound Marketing Process helps you

to deliver your story to the world while making sure you’re

operating at peak performance!

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

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What Is It Like to Work With Us?...

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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 in

secret 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 e� ective solutions for customers.

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

� rst, but when it’s over we will come down the mountain, dust ourselves o�

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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What Sets Us Apart?

We’re NOT for Everyone!

Looking for Just the Right FitThere are over 28,000 Auto Dealerships in the United States alone but we’re

only looking for the select few that will bene� t most from our e� orts. We

pride ourselves on the cornerstone that we don’t o� er 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 with us,

we can’t perform at our best & more importantly neither can you!

We Don’t Take on Competitive ClientsWe have access to a rich data-base of information about car buyers & car

buying trends that allow us to target your community most e� ectively, 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 a competitor of

yours. 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

OLDIdeas

REPETITIVEIdeas

NEWIdeas

We’re looking for these guys!

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What Can You Expect from the Start?

Technically We Don’t Sell...Together we decide if there is a reason to do business.

We have

an idea!

We have

an idea!

GREAT!

Good to see

you again!

Good to see

you again!

You

talk...

You

talk...

We

listen...

We have

an idea!

We have

an idea!

GREAT!GREAT!

Good to see

you again!

You

talk...

You

talk...

We

listen...

We have

an idea!

We have

an idea!

GREAT!

Good to see

you again!

You

talk...

You

talk...

We

listen...

The 1st MeetingDuring our � rst meeting, our primary focus

is getting to know you. What are your issues,

your aspirations? What sets you apart? We will

discuss your ideas, vision, goals, and any chal-

lenges you are currently facing. The intent is to

determine if and how, Ignite XDS can � t into

your plan for success well before recommend-

ing any course of action.

The 2nd MeetingOur second meeting comes only after we’ve

had an opportunity to do some research and

have had the time to determine what factors

can most greatly e� ect your desired goals. We

will discuss our ideas, review preliminary strate-

gies, and shape a bene� cial partnership.

Potential PartnershipOur process is not a perfect � t for every

company. It requires your management team’s

involvement. During the evaluation process,

together, we will decide if the type of relationship

exists where ideas � ow freely, challenging topics

are discussed openly, and where even opposing

viewpoints can � nd common ground. You chal-

lenge us, and we will challenge you, and together

we will create something remarkable!

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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 re� ect 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 the customer

we have to have a one-of-a-kind sta� . We know our process won’t work

if there is even one piece not � tting just right. Our sta� of unorthodox

professionals have been hand selected and groomed to produce the highest

quality marketing possible to get you more tra� c, more leads & more sales!

We Give Ourselves the Freedom to be

AWESOME!!!

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Inbound MarketingA comprehensive guide that will take

you through the philosophy, the tools

& the process. All in one easy to under-

stand book!

Social MediaLearn 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 AppsThese online tools will help you cast

a larger net for cultivating more lead

opportunities to keep your customers

engaged & coming back for more.

Web MarketingEverything you want to know about

our web services including, Traditional

Websites, Portal Sites, Micro Sites &

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Content Marketing & SEOAll the tips & tricks to getting your

websites found online including

SEO,Blogs & other tools we use to get

your website found.

The New Company CultureThe traditional company culture is

changing. It’s less about how much

time you’ve worked, but the quality of

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Check out our other eBooks at IgniteXDS.com!

Ignite XDS – Inbound MarketingThe 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.

Break The Mold | Ignite XDS

Automotive

Transcript of Break The Mold | Ignite XDS