Lotus Cars Australia

Marketing & events for Lotus Cars

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.

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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.

Examples of La Lente Photography marketing services for Lotus Cars Australia

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

  • Website search engine optimisation.
  • Content creation using a mix of photography & videography.
  • Social media, forum and Facebook group community management.
  • Public relations management with local media & car clubs.
  • Event management for vehicle displays and driving events.
  • Marketing collateral creation for the showroom and events.
  • Google My Business listing optimisation.
  • Google Analytics & Google Search Console optimisations.
  • Google Ad Words campaign management.
  • Vehicle and event photography

The first year of growth in 4 years.

Red Lotus Elise Sports Car photo taken by La Lente Photography photo

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;

  • New content pages & brand communications for the local website.
  • A 500% increase in website traffic with over 23,000 page views generated.
  • More than 50 content pieces created covering all manner of sports car ownership.
  • Facebook & Instagram profiles doubling in size to over 4,000 followers.
  • Content pieces created that reached over 30,000 people.
  • The leading contributor to the local Lotus Forum 'Aussieelises'
  • Prominent community engagement via Disqus on car websites.
  • Secured National TV coverage 4 times for the brand with $0 investment.
  • Secured the purchase of 3 vehicles used in promotional executions.
  • Created a local journalist database & CRM system.
  • Achieved review coverage for the first time in years on local websites and magazines.
  • Grew event participation that led to the full time role creation for Event Management.
  • Overhauled CRM system with owner vs vehicle to enable personalised emails.
  • Lead and managed the annual marketing calendar.
  • Engaged with local car clubs and participated in charity events like 'Soar and Roar'
  • Created and managed a local intranet portal for all brand assets.
  • Created direct to consumer engagement mechanisms using WhatsApp.
  • Refreshed all vehicle stock and event photography for use in promotional materials.
  • Created unique driving experiences like 'Challenge Bathurst' and 'Twilight Rallysprint'
Lotus Cars Melbourne Showroom with a photo on the wall taken by La Lente Photography

"Paul joined the team at Lotus Cars Australia and immediately set about helping us re-energise the brand within the automotive community. Paul's understanding of marketing, both traditional and social was extremely beneficial, and when coupled with his ability to shoot emotive photographs, proved to be a winning formula for increasing brand awareness. Paul invests himself into his work, particularly when he has a passion for what he is doing, and I would have no hesitation on recommending him to prospective employers looking for an energised individual who is passionate about what they do. Paul leaves us to pursue other passions he has in the photography and marketing world and I wish him all the very best in his future endeavours."

Richard Gibbs, Chief Operating Officer, Lotus Cars Australia

"Paul is dedicated and passionate, with a creative flair for brand marketing and PR. During our time working together Paul demonstrated excellent in-market activation of marketing activity with fantastic results."

Rob Borrett, PR Director, Lotus Cars Global

"Best of luck with everything Paul, you have made a significant and lasting impact on the Lotus brand here in Australia, and you should be deservedly proud of that. Keep in touch, and good luck!"

Ashton, Chairman, Club Lotus Australia

"Gosh...you will be missed by all of us Paul. Your contributions to SCC have been indescribable. It went from a small back street garage where I spent plenty of time watching Lee tinker with my car while I irritatingly stood by and passed the occasional tool to him(usually the wrong one), and now to see it represent the whole of us I Australia in a professional and well ru organisation. I wish you well mate, and hope you enjoy your next venture."

David, Lotus Owner

"It's a big loss for Lotus and the community. Sad to see you go but we must follow our own path. Many thanks for being the most dynamic force I've ever seen in car marketing and for giving us more than a few chuckles on the forum. Sorry I never got to meet you in person (just never at SSC at the same moment as you nor at the same track days) hope to see you at the track in the future. Best wishes for your new endeavours."

Steve, Lotus Owner

"Big loss for SSC, you have done more for Lotus marketing in your tenure than Lotus HQ has done ever. However it's good to see that your passion is pushing you to higher goals! Definitely look forward to seeing you around as much as possible."

Jonathan, Lotus Owner

"It's a big loss for Lotus and the community. Sad to see you go but we must follow our own path. Many thanks for being the most dynamic force I've ever seen in car marketing and for giving us more than a few chuckles on the forum. Sorry I never got to meet you in person (just never at SSC at the same moment as you nor at the same track days) hope to see you at the track in the future. Best wishes for your new endeavours."

Steve, Lotus Owner

Our recommendations.

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;

  • Continue to share stories about the people & community driving the cars.
  • Avoid the use of cheap gimmicks or seasonal promotional discounts to sell cars.
  • Maintain a presence on the local forums and Facebook groups.
  • Continue attending grass roots events to engage with car enthusiasts.
  • Share content across all platforms including Google My Business.
  • Avoid using brochure derived wording and phrasing.

Reviews of our marketing work

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.”

Ruby Lin
Regional Marketing Director Asia Pacific, Logitech

Paul has always impressed me with his “can do” attitude, he has a tremendous will to win and excellent negotiating skills.”

Tim Edwards
Chief Executive Office, Noel Leeming Group

“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.”

Peter Sharp
Audio Visual Product & Marketing Manager, Domayne

“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!”

Nicky Giambuzzi
via Google

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.”

Nerida Pearse
Category Manager, Domayne

“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.”

Luke Goldsworthy
Head of Buying and Merchandise, Dick Smith

“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.”

Spiro Vournazos
Regional Sales Manager

“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.”

Craig Kingshott
General Manager Sales, Crest Distribution

“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.”

Barry Grubb
Sales Area Manager, Adeal

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.”

Nick Osborne
Franchisee, Harvey Norman