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GETTING IN TUNE WITH YOUR AUDIENCE



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SMQ Issue3 digital
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 GETTING IN TUNE WITH YOUR AUDIENCE

Musician Boy George once said, “Seeing bored 

looking fans staring at you while you DJ is about 

as horrible as it gets.” And to flip that into market-

ing terms, there are few things worse than creating 

content that falls flat and completely fails to resonate. 

When he’s manning the turntables and controlling 

the room, DJ Ishh must understand his audience and 

find ways engage and captivate them. Sometimes that 

means offering a fresh take on recognizable tunes 

through scratching, mixing, and rearranging. 

“If I’m doing an event I want to know exact-

ly what type of audience it’s going to be so that I 

can prepare ahead of time,” Verduzco says. “For 

example, if I have a Biggie Smalls a capella, maybe 

I’ll speed it up to 128 BPMs (beats per minute) and 

then throw it over like a house beat. So now it’s 

Biggie Smalls rapping over a house beat. So, it’s 

kind of like, on-the-spot producing different songs 

that nobody has ever heard it in their entire lives.”

As marketers know, today’s web users are 

increasingly resistant to the same old message 

in the same old format. When you can keep 

your audience guessing through the element of 

surprise, you’re more likely to break through and 

gain their attention.

How moonlighting as a successful DJ helps 

one LinkedIn marketer hit the right notes

W0RDS BY SEAN CALLAHAN

T

 FRESH



SPIN

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S o p h i s t i c a t e d   M a r k e t e r       75

T H E   D E B R I E F

We’re taking a peek into the bag of 

LinkedIn’s own award-winning content 

creator, Alex Rynne, named one of the 

‘18 B2B marketers to follow in 2018’ 

by Demand Gen Report:

 What’s 


 in your

 bag?


Essential in sunny San Francisco. When 

‘Karl the Fog’ goes away. (Google it.)



SUNNIES

So I can’t hear the train delay 

announcements and live in 

ignorant bliss.



BOSE NOISE CANCELLING 

HEADPHONES

Cosmetic. Functional. Necessary.



PINK TINTED CHAPSTICK

Key to the San Francisco kingdom.



CLIPPER CARD

A graveyard of hair ties lives 

at the bottom of my bag.

ONE MILLION HAIR TIES

No one wants to see me hangry.



EMERGENCY CHOCOLATE

Capturing low-cost video has 

never been easier with my DIY 

video kit. Includes a Saramonic 

SmartMic, stabilizer and a clip-on 

bulb for some extra light.



DIY VIDEO KIT

Do you know the average 

person spends 60 hours a 

year looking for lost items? 

Never again with my Tile.

KEYS

I try to do something active every day, 

whether it be a class or just running outside. 

(Athleta pants are my favorite.)



WORKOUT GEAR

For the Mac. Duh.



MACBOOK CHARGER 

 Mac always and forever.



MACBOOK PRO

No, Seth doesn’t live in my bag, but his 

content often does. Never fails to inspire me.

SETH GODIN

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S o p h i s t i c a t e d   M a r k e t e r       77

21

KATE HOWE

Q & A   K A T E   H O W E

1

What did you have for breakfast 



this morning?

 Homemade muesli 

and multiple cups of black coffee.

2

Last thing you binge-watched?

 The 

Last Five Years, a BBC documentary 

on David Bowie. As a lifelong Bowie fan 

I could watch it again and again.

3

Industry buzzword that bugs you?

How long have you got? Big data. 

Brandscaping. Content Marketing. But 

let’s talk about Integration. It’s a word 

thrown around by a lot of agencies that 

fail to deliver on the promise. Genuine 

integration is a necessity but it’s also 

more complex than many make out.

4

Where do you stand on the media 



agency transparency debate?

  

I don’t think it is just an agency issue, 



nor simply an advertiser issue. It’s a 

broader media issue, and the solution 

has to start with everyone working 

towards meaningful business goals. 

5

Last great book you read?  

I re-read The 48 Laws of Power by 

Robert Greene—the author known as 

“Hip-Hop’s Machiavelli”. It’s fascinating 

on the tactics of those in power.

6

Favourite vacation spot?

  

Anywhere with my partner,  



a glass of champers, and no wifi.

7

Biggest change you’ve seen in  



the agency business?

 Technology 

and the revolution it has triggered 

between marketers and the marketed.

8

 

Best movies ever.

 Blade Runner



The GodfatherPulp FictionStar 

WarsMoulin Rouge

9

Proudest moment in business?

  

In my Leo Burnett days we made 



the John West ‘Bear’ ad and a client 

said to me, “Kate, we are in awe of what 

your agency can do for us”. We’d also 

presented econometrics that helped 

increase profits by showing the value 

of stopping traditional Xmas price 

promotions. I strive to make all my 

clients feel that way.

10

 

In life?



 Putting my goddaughter 

through private education and 

seeing her grow into a wonderful young 

woman full of potential.

11

  

How has social media changed 

the way companies reach 

audiences?

 Amazing tools for seamless, 

synchronised customer experiences.

12

  



Digital ad spending passing 

TV: problem or opportunity?

 

An opportunity that keeps giving. We 



should talk about content, context, and 

the resulting engagement—platform is 

almost irrelevant.

13

 



 

What do you have an irrational 

hatred for?

 Slapstick comedy.

14

  

Who should play you in the 

movie?

 Gonzo the Great.

15

  

Best part of living in London?



 

Being able to walk everywhere

16

  

Has data changed marketing?



 

Enormously. But it’s insight that 

unlocks what we’re trying to achieve.

17  


 

How do you use LinkedIn?

 

Networking, content marketing, 



talent, sales. As the head of a B2B 

agency I wanted to master it, and it’s 

created huge value.

18

 



 

For your clients?

 We see 


LinkedIn as a great platform for 

educating audiences through content, 

and as an alternative to driving people 

to websites or owned content platforms. 

We’re also excited about being able to 

use LinkedIn Insight to profile traffic, 

to enhance ABM strategies and provide 

fresh insights.

19

 

Your top-secret superpower?



 

Respect. Only when you respect 

people and their opinions can you 

learn the art of persuasion, and go on 

to influence change, innovation and 

performance. I have low tolerance for 

complacency.

20

 



 

How long would you survive  

a zombie apocalypse?

  

I’ve watched enough zombie movies,  



so I know humanity will muddle 

through and heroically cling to life.

21

 

What jobs did you have 



at school? Are the lessons 

still useful?

 Mum made me learn 

shorthand and typing so that I could 

always earn a living. I’ve forgotten most 

of the shorthand but I can still type fast.

questions

     with...

The CEO of gyro UK takes on the key questions in B2B marketing: 

appropriate use of data, media transparency challenges, the illusion 

of integration—and zombie apocalypse survival strategies

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78      S o p h i s t i c a t e d   M a r k e t e r

The best way to 

thrive in the current

digital landscape 

is to learn to do

things yourself, and

nobody  embodies 

the spirit of this 

DIY creativity like 

a little-known 

punk band from 

old London town.



When you think of punk what do you 

think of? Extreme haircuts? Piercings? 

Sticking two fingers up to authority? 

Sid Vicious? God Save the Queen? I’m 

willing to bet that one concept that 

doesn’t spring to mind is DIY. And 

that’s a real pity. Because that was the 

potentially world-changing idea behind 

the punk movement. It was quickly 

distorted, then forgotten, but it’s now 

well overdue a revival – particularly if 

you work in marketing.

Punk music was, above all else, DIY 

music. It was about being your own 

studio and your own record label, doing 

things under your own steam, without 

others’ assistance or permission. 

This same DIY ethic is crucial for 

empowering marketers today.

This is why the band that most 

embodied the spirit of punk wasn’t 

the Sex Pistols or Siouxsie and The 

Banshees. It was a far less well-known 

London outfit called Desperate 

Bicycles. In May 1977, a few months 

after The Buzzcocks released the UK’s 

first homemade record (the Spiral 

Scratch EP), Desperate Bicycles took 

things a step further. They used the 

lyrics of their home-made singles 

to exhort others to make their own 

DIY music. They even printed the 

instructions for doing so on the record 

sleeves. “The medium was tedium,” 

they proclaimed, “but it’s changing fast.” 

They explained how long it took them 

to record a single and how much it cost 

(£153). “Now it’s your turn…”

A PUNK MARKETING MANIFESTO

What’s all this got to do with marketing? 

We’re operating at a time when digital 

media should bring us closer to our 

audiences. However, it often feels like 

the opposite is happening. More and 

more filters and barriers keep getting 

in the way. There’s always a new 

technology, specialist agency or data 

platform that you must rely on to get 

your message out. 

What would a punk marketer do 

in this situation? When everybody’s 

rushing to use technology they don’t 

understand, you can produce far more 

urgent and impactful marketing by 

developing new ways to express yourself 

with the technology everyone takes for 

granted. And by doing it yourself.

That’s exactly what happened with 

punk music. Those Desperate Bicycles 

recordings were a direct result of major 

record labels investing heavily in new 

recording technology and selling their 

old equipment on the cheap. For a band 

that could see the value in taking more 

control over their creativity, that was 

a fantastic opportunity to interact and 

empower audiences like never before. 

W0RDS BY JASON MILLER

DESPERATE 

BICYCLES


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