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Feature June 1, 2004 by
CARS Magazine
Shop reaps rewards from cheeky radio ads
| Jason and Justin Naworynski have turned sibling rivalry into a marketing strategy for their repair shop, Kipling Tire, in Toronto’s west end. The brothers have penned a series of humorous – and somewhat irreverent – radio commercials, taking turns doing the voice work and using the opportunity to take good-natured pokes at each other while still stressing their skills and professionalism. In one commercial, Jason takes a shot at his brother’s lack of hair, saying he’s not older, he just looks that way. Justin vows to get him back for that in an upcoming spot. The tag line at the end of each commercial spot also raises eyebrows, as they appeal for new customers by saying, “Let us hand-torque your nuts.” The commercials are heard on a new Toronto radio station clearly aimed at the male market – MOJO Radio, which is billed as talk radio for guys.” “The commercials just started going down that road with a little teasing,” says Jason. “It’s a real family environment here, and you have to have fun in order to make it an enjoyable place for both the customers and our crew.” The busy four-bay shop, which was started by their father Frank more than 20 years ago, employs 10-12 depending on the season. Lately they’ve been concentrating on high-end performance work, which is what led to the tag line. “It’s something you have to do. You have to hand-torque wheels now,” he says. “It’s a funny line if you don’t know anything about cars. But if you do know cars, you understand our commitment to doing a good job.” Kipling Tire has seen a jump in business since the spots began running, which Jason attributes to increased name recognition. |
I think the problem starts with the name we call ourselves. Like my father before me we were called “Licensed Auto Mechanics” which was a designation that could not be copied until we switched to “Technicians” as some thought it gave us a higher standings. The problem with this is that it is just a generic term and now the name badges at the lube shop say “Lube Technician” so to the avreage customer they look just like us and have the same name.
“Technician”
An expert in a technique, as:
a. One whose occupation requires training in a specific technical process: an electronics technician; an automotive technician.
Not sure about the rest of you, but I am a Class A Licensed Automotive Mechanic……you can’t just print that on a name badge and pretend to be one.