Laughs That Last: How Humor Can Drive Customer Engagement in Your Auto Shop

In an industry often associated with technical jargon and unexpected repairs, a little humor can go a long way. For shop owners like Tom Lambert and Braiden Reich, his marketing manager, leaning into lighthearted, funny marketing has not only caught attention but helped build loyal customer relationships that keep business booming.

Humor That Hits Home

When customers first saw the headline “Your wife is HOT!” on a Shadetree Automotive ad campaign, many did a double-take—and then smiled. It was a playful reminder to get their air conditioning checked, and it worked.

“We had a lot of people talk about it,” said Tom Lambert, a second-generation owner of Shadetree Automotive, a three-location Layton, Utah-based auto repair business. “It went over really well. It was memorable, got people in the door, and gave us a fun way to connect with our community.”

The inspiration for Shadetree’s humor-driven approach came from a simple truth: their shop culture is fun. “We are who we are,” Lambert said. “We like to have a good time, and we treat everyone the same—with honesty and some laughs along the way. Our branding reflects that.”

Fun with Purpose: How to Do It Right

Of course, being funny in business—especially in a traditionally serious industry — comes with a few ground rules.

Humor should never come at someone’s expense. During their quarterly campaign brainstorming sessions, the shop brainstorms carefully but also creatively. Some questions to consider: Is it inclusive? Could it be misinterpreted? The shop runs its ideas through its branding filter to reflect who it is.

Their approach to humor is intentional, not accidental. The team holds quarterly “greenlight” sessions, where they gather around a whiteboard to toss out fresh campaign ideas — many of which involve fun contests, animal-themed posts, or videos that make people laugh while reminding them of routine car care.

The shop’s approach to humor? It’s not just about being funny—it’s about being approachable. They want people to feel comfortable reaching out. A funny post can be a helpful conversation starter.

Humor as a Marketing Multiplier

Lambert says they see customer engagement whenever their marketing has a more humorous tone.

“It’s helped with calls and conversations,” Lambert said. “When we do something fun, like a giveaway tied to a funny video or a contest with our taco truck, it creates buzz and brings people in.”

For example, one recent campaign invited customers to come in, chat with a service adviser and receive a voucher for tacos from the taco truck at their shop. “All they had to do was drop their name and phone number,” Reich said. “It was simple and fun, and it helped build connections in a low-pressure way.”

Social media is their primary playground for humor, and Lambert ensures content is consistent and varied. A glance at their social media reveals videos, memes, animal pictures — it’s all part of the strategy to keep the shop top-of-mind even when customers aren’t actively needing repairs.

Getting Team Buy-In

A humorous marketing approach only works if it aligns with the customer experience. That means staff must reflect the same warmth and authenticity the brand projects online.

“We’re lucky to have a team who has fun and enjoys what they do,” Lambert said. “We’re clear about expectations — we take the work seriously, but we also create a culture where it’s OK to have fun.”

By keeping the internal culture light, goal-driven and collaborative, they’ve created an environment where marketing doesn’t feel like a chore — it feels like an extension of who they are. “We coach organically,” Lambert said. “We talk a lot about tone and presence and making people feel good about walking through our doors.”

Advice to Other Shop Owners: Start Light, Stay True

For shop owners wondering whether humor could work for their brand, Lambert offers a few words of wisdom:

• Know your audience. Start with humor that’s relatable to your local community and easy to understand.
• Be true to your culture. If your team is already having fun, let that shine through in your marketing.
• Test and tweak. Try light humor in a few posts or emails and monitor how customers respond.
• Get your team involved. Whiteboard sessions or team brainstorms often surface the best, most authentic ideas.
• Stay respectful. Humor should never come at the cost of inclusivity or professionalism.
  Lambert is clear on their intention with their humor — they’re not trying to be stand-up comedians. They see humor as a way to connect with people more easily.

A Laugh Can Build Loyalty

In the end, Lambert has found that a little laughter goes a long way in building a business. Their shop culture—rooted in authenticity, service and fun—has created a brand identity that stands out in a crowded market.

“We’re not afraid to be ourselves,” Lambert said. “And when customers see that we’re real people who enjoy what we do, they’re more likely to trust us with their cars—and come back when they need us again.”