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.

I dealt with Paul when he worked for Dick Smith Electronics, Paulis professional and organised with a focus on results/ outcomes.”

Mark Lee
General Manager, Birde
“Paul is a smart and capable business manager with a passion for technology and entertainment. We always had a convivial relationship although my primary dealings were with one of his buyers. Paul is a pleasure to deal with and I look forward to working with him in the future.”
Hayden Lockie
National Business Manager, Apple

“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.”

Heidi Dorman
Head of Human Resources, Dick Smith

“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.”

Cannis Wong
Senior Communications Manager Asia Pacific, Logitech

Paul is extremely professional and able to deliver strategicsolutions to our business direction. I can recommend him highly.”

Russell Medcraft
Founder, Best Interest Advice

“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!”

Bronte, Education Interactive
via Google

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 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.”

Joe Tizzone
National Account Manager, Olympus

“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.”

Milad Milham
Director, Tailored Teeth

“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.”

Brendan Murray
Financial Services Product and Marketing Manager, Dick Smith