INSIGHT: Lotus Cars Automotive Marketing and Event Program

We helped Lotus Cars deliver their first sales growth in 4 years worth $3M+ with a mix of marketing and event activities.

Lotus Cars Automotive Marketing and Event Program case study by Paul D'Ambra Marketing Consultant
Summary

AUTOMOTIVE DIGITAL MARKETING AND EVENT MANAGEMENT

An incredible marketing success story working for Lotus Cars Australia with one of the most famous brands of sports car in the world. I 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

Automotive Markteing Consultant for Car Dealerships in Australia photo

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 I was contracted as a marketing consultant to give them the expertise they needed to develop the brand from 2016 to 2018

With a limited budget my 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 I used our mix of lifestyle photography, social media, community management and SEO digital marketing expertise to bring to life the cars, events and driving experiences on offer.

Simply Sports Cars dealership in Sydney photo

THE MARKETING BRIEF

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. My 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. 

My contracted period covered just over two years without agency involvement, 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 I worked on;

The first year of growth in 4 years.

I 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. I created a huge uplift in 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 my automotive marketing consultancy services;

Lotus Cars Melbourne d photo
"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 COO Lotus Cars Australia
RICHARD GIBBS
COO - 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 Manager Pr Content & Launch Programs Lotus
ROB BORRETT
PUBLIC RELATIONS DIRECTOR - LOTUS CARS UK
"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 ROSKILL photo
ASHTON ROSKILL
CHAIRMAN - CLUB LOTUS AUSTRALIA
"Big loss for Lotus, 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
"Gosh...you will be missed by all of us Paul. Your contributions to Lotus 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 run 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 Lotus 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

MY 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;

Paul D'Ambra

Paul D'Ambra

I love to re-energise businesses by injecting energy into their marketing using data-driven consumer insights. I’ve motivated start-ups, small business owners and six-figure corporate brands to deliver incredible marketing impact.

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