Marketing — real marketing — has always been about three things: understanding the customer; solving the problem; and communicating the solution clearly and consistently.
I pulled an old favourite off my shelf recently — Kotler on Marketing: How to Create, Win, and Dominate Markets by Philip Kotler.
Even years later, the concepts still hold. But what stopped me was a visual — an exhibit referencing Saturn, GM’s once-groundbreaking car brand. The point? Saturn built their model around listening to consumer wishes — and Kotler highlighted it as a powerful example of responsive, customer-first marketing.
That made me pause — because I lived that moment in time.
I was the marketing agency of record for a local Saturn dealer during that era. The campaigns were thoughtful. The brand voice was human. Everything centred around creating a dealership experience that felt different — honest, transparent, no-pressure. In fact, still embedded in my brain: No Haggle, No Hassle, No Fear! How I wish Chatgpt was available back then... it took a while to learn how to write in the 'Saturn Voice'.
Saturn didn’t just sell cars. They sold trust. They built relationships.
And for a while, it worked incredibly well until GM decided no more.... (too bad over and above the marketing the polymer panels made the vehicles different as well).
What’s Changed — and What Hasn’t
Too often, I hear “Marketing has changed.” But here’s the truth: It hasn’t.
The delivery has.
Then:
- Direct mail campaigns and follow-up calls
- Fax blasts (yes, really!)
- In-store events and community tie-ins
- Trade show booths and newspaper ads
Now:
- CRM-driven email workflows
- Smart landing pages and lead scoring
- Video explainers and AI tools
- Automated chat and drip campaigns
The channels have evolved. The speed has increased. But the principles? The foundation?
They haven’t budged.
The Real Strategy Still Wins
Marketing — real marketing — has always been about three things:
- Understanding the customer
- Solving the problem
- Communicating the solution clearly and consistently
Saturn did that. They listened, responded, and built something that felt different in a crowded market.
At Prowl Communications, we take the same approach for our clients — whether it’s a manufacturer launching a new service, a distributor revamping a website, or a small business streamlining their sales process with CRM automation.
The tactics are more sophisticated now. But the goal is the same:
Build trust. Solve the problem. Deliver results.
What’s the Lesson?
- Don’t get distracted by every shiny new tool.
- Don’t confuse complexity with effectiveness.
- Do we understand what our customers really want?
- Are we solving the right problem in the right way?
- Are we using tools to create connection — or just noise?
Ready to get back to what actually works?
Let’s talk about simplifying your marketing and making it work for your business again.
No fluff. Just strategy.
It might just be the best thing you've done for your business all year.
