DarrenBarefoot.com

Nic’s Garage is an auto mechanic nearby our office. They’re a mechanic with original and, in my opinion, really effective marketing. Their ads prominently feature a fifties-style illustration of a woman, and the tagline ‘Vancouver’s only non-intimidating car service’. It’s simple and brilliant. Most people are intimidated by things automotive–Nic’s recognizes this and uses it to differentiate themselves. From their website:

NIC’s is owned and operated by a woman, Sandy Spicer. She comes from a small town in Saskatchewan. Her Dad was a mechanic and his name was Nick. When she left Saskatchewan one of her concerns was where she would have her car serviced. Someplace where she felt, as a woman, she wouldn’t be patronized or talked down to. Thus began the idea for her own garage.

Classic Purple Cow marketing. My friend recently took her car there and her experience was as promised–respectful, thorough, informative and non-intimidating. The best part? They left a daisy on the dashboard of her car.

I should mention that I’ve been very happy with the family-owned Tremblay Motors, but if they were to disappoint me, I’d head on over to Nic’s.