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ABN: 77 240 813 694
Lotus Cars Australia
An incredible marketing success story working for Lotus Cars Australia with one of the most famous brands of sports car in the world. We provided an entire mix of marketing services to completely overhaul the brand’s profile in Australia delivering over $3M in sales growth and market share with a budget of less than $50,000.
The strongest growth period in 4 years
Lotus sports cars had changed ownership many times in recent years and in Australian had been passed around multiple distributors. Simply Sports Cars in Sydney had become the leading Dealer in Australia and also won the rights to distribute the brand. The business didn’t have a marketing function so we were contracted give them the expertise they needed to develop the brand.
With a limited budget the brief was to leverage any asset or relationship available to generate exposure for the brand & the lifestyle that comes with ownership. Without resorting to price discounts or typical automotive promotions we used our mix of photography, social media, community management and digital marketing expertise to bring to life the cars, events and driving experiences on offer.
Our marketing for Lotus.
The brand was unable to make any changes or develop the global Lotus Cars website so we used the existing local dealer website as a platform to build from. Our first steps were to improve the website content to bring the ownership experience to life then use new places like forums, Facebook groups, local car clubs and other locations to get exposure beyond their ‘owned’ platforms.
Our contracted period covered just over two years without agency involvement with the bulk of the work done in-house to reduce costs, maximise efficiency and deliver a very high level of authenticity.
These are the key areas we worked on, take a look at their profiles that are in still in use today
We delivered immediate results that were tracked and measured using Google Analytics, Google Search Console & the social media platform insights tools, not to mention comments from the Lotus Community. We made a huge improvement to website traffic, grew engagement levels across all social profiles, became the leading contributor in local Forums and even secured TV coverage for the brand on four occasions.
The brand experienced their first year of sales growth in 4 years at a time when other brands were in decline. The community became fully engaged with a constant flow of content created that told stories about the cars, the people and the fellowship Lotus ownership created.
Here are some highlights from our marketing services;
While it is always easy to highlight the great marketing achievements delivered we also make sure we provide recommendations for our clients to follow after our contract is completed. For Lotus Cars Australia we had suggested they focus on the following areas;
Here are some reviews of our marketing services that have been written by people we have worked closely with.
“I dealt with Paul when he worked for Dick Smith Electronics, Paulis professional and organised with a focus on results/ outcomes.”
“I had the opportunity to work with Paul when at Dick Smith Electronics. Paul was the Merchandise Manager for the Entertainment Group, which was a challenging portfolio. During Paul’s time at Dick Smith l had many occasions to work with him around the training and development of our operatinal store teams and team management within his own group. Paul was a team player who showed great commitment and passion for his areas of responsibility and the business. He has a great commitment to service customer needs, both internal and external. He is disciplined in his approach to business and works collabratively with his team and client group. Paul builds a cohesive team, ensuring people are aware of goals and accountabilites. I would have no hesitation in recommending Paul.”
“I’ve had the pleasure to work with Paul in his different marketing roles at Logitech Asia Pacific for 7 years. Paul is passionate about business and marketing and is daring to challenge the status-quo for improvement and better results at any time. He is efficient and quick to collate vast information, distil and formulate relevant strategies. I appreciate Paul’s professionalism, candor and energy through the time we work together.”
“Paul is extremely professional and able to deliver strategicsolutions to our business direction. I can recommend him highly.”
“Paul was great to work with and took amazing photos for our website! I would absolutely recommend him and we will be using him again!”
“Paul has always impressed me with his “can do” attitude, he has a tremendous will to win and excellent negotiating skills.”
“I have known Paul for many years. Paul was the Product and Marketing Manager at Domayne during my dealings with the company. Both he and I worked closely together on day-to-day issues concerning our mutual business objectives.
Paul is organised, efficient, and extremely competent.
I highly recommend Paul for any position he may seek to pursue. He will be a valuable asset to any organisation.”
“Paul was engaged to prepare a marketing strategy for a new state of the art dental clinic in the heart of Burwood with the aim of increasing patient flow through our doors. His work spanned branding, advertising, marketing and general advice. His work and work ethic are absolutely brilliant. He has a deep and extensive knowledge of marketing and was able to tailor a plan to suit our requirements and achieve our desired goals. I highly recommend Paul and would gladly work with him again in the future.”
“Paul is a visionary marketing professional, someone who always is looking outside of the box for that next “big idea”. Paul is determined, driven and tenacious and works hard to ensure success at all times. Although I did not report directly to Paul he mentored me and provided me with guidance that has assisted me in progressing my own career. I would recommend Paul to anyone looking for a true marketing professional.”