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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.
“Paul came to Logitech from strong retail sales and channel marketing background. When working with him, I found him to be energetic, proactive and highly productive. We worked in remote office from each other, which was no issue as Paul always takes initiative to discuss and very responsive. Paul also was very clear on results and intentional to develop staff who reports to him. All in all, I recall fondly Paul as a great professional colleague.”
“Paul has always impressed me with his “can do” attitude, he has a tremendous will to win and excellent negotiating skills.”
“I had the pleasure of working with Paul at Domayne. Paul was extremely passionate about the business and he possesses a knowledge of the Consumer Electronics market that is second-to-none. While at Domayne, he regularly created new and innovative ideas about how to grow the business. Paul always had a clear view of the direction the business needed to take. Furthermore, he did an excellent job of executing business strategies both internally and externally. I would recommend Paul to any business that is looking for someone passionate and driven to succeed.”
“I couldn’t be happier with the quality of photos taken for my brand, they capture the relaxed, confidence and style I envisioned. Right from the start Paul was communicative, accommodating and made the whole logistics of the shoot effortless and enjoyable. They love what they do and bring their spark with them. I highly recommend La Lente for their exceptional service and photographic artistry. Thank you La Lente for such a great experience!”
“Paul and I last worked together at Domayne when he was theProduct & Marketing Manager for Computers. Paul is a passionate and hard working individual who understands the technology and how to market it for maximum impact and sales! An asset to any company he works for.”
“I brought Paul into Dick Smith for a good reason – achieve results & fast. Paul did this with great vigor and a sense of persistence. He not only achieved but also built a team and relationships that had fantastic results. His ability to source out a strategy best suited for a changing environment branded exceptional outcomes.”
“Paul was a great colleague and a pleasure to work with during our time at HP. A passionate retailer, with an excellent understanding of the business drivers, and requirements of his customers, who was always full of ideas and innovative ways to target the market effectively. I would gladly have no hesitation in working with Paul again if the opportunity arose.”
“In the many years that I have known Paul he has always been a very thorough, strategic and tenacious sales manager. That being said, as a business partner I always felt that Paul fostered high trust and mutually respectful relationships.”
“I’ve had the pleasure of working with Paul D’Ambra on many occasion whilst he was with the Domayne Group (A member of the Harvey Norman group ) heading up marketing activities. Paul showed professional courtesy throughout all the events and meetings we had together, a rare gift in today’s business world. His interest is in sharing common goals with his suppliers and distributors enabled us to grow our business with a degree of mutual benefit for both entities. His professionalism for chairing many meetings is a standard but which many others should follow, his ability to encourage business transparency and efficient communication is a credit to his mentor. I have absolutely no hesitation in recommending Paul to any prospect should they require his services.”
“I worked with Paul a very long time ago and he was very very good at his job and was one of the hardest working people I have worked with.”