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COMMUNITY NAME	kevin.horne
Name	Kevin Horne
Email Address
MarketingProfs Member Since	July 29, 2005
Company	Lairig Marketing
Web Site	http://lairigmarketing.typepad.com

Bio	Currently an independent marketing strategist, partnering with New York City-based marketing firms such as Ogilvy & Mather, R/GA, and i33 to help clients develop effective marketing programs. Recent clients include IBM, Computer Associates, Johnson & Johnson, and Corbis. From 1999 until spring of 2006, Kevin was the Executive Director of the Marketing Strategy group within OgilvyOne's Consulting division. The Marketing Strategy team was responsible for helping Ogilvy clients with: • Market opportunity analysis • Financial modeling for marketing investment/ROI • Value proposition development • Channel strategy • Web site strategy • Marketing best practices & training Clients included American Express, IBM, Cisco, SAP, DHL, DuPont and Ameritrade. From 1994 until 1999, Kevin worked for a boutique marketing strategy firm which was later acquired by the Young & Rubicam advertising agency. Kevin previous work experiences include Price Waterhouse, Pepsi, and Procter & Gamble. He has a B.S. in Engineering from Rensselaer and an MBA from NYU.

Total Questions Asked	0
Total Questions Participated	200
Total Answers Accepted	186
Expert Points: Cumulative Total	19618

Question History | Accepted Answer History | Response History

Accepted Answers from kevin.horne [back to top]
Question Title	Status	Date
Marketing company needs help with intitial meeting	Accepted	9/14
Pricing: To Promote or Not	Accepted	9/14
Career College?	Accepted	8/19
Masters Degree????	Accepted	8/19
How often should a hospital change its tagline?	Accepted	7/1
Is our Forum slowly fading away?	Accepted	6/30
The role of the marketiing manager	Accepted	6/10
MS in Marketing	Accepted	6/9
New Name for Satyam Computer Services Ltd	Accepted	5/27
Opinion about Medill	Accepted	3/23
Direct Mail Promotion For Public Transit	Accepted	3/20
Creative Campaign Name on 100% Quality on Billing	Accepted	3/19
Www.tmnj.net	Accepted	3/3
Email Marketing Company Name (China)	Accepted	2/27
Next move!	Accepted	2/22
Customer Reference Management & RFPs	Accepted	1/20
Show me a good personalised B2B website	Accepted	1/12
Need creative way to give a HUGE presentation	Accepted	12/3
ideas needed naming a video portal website	Accepted	12/3
Pitching for an advertising account (adv campaign)	Accepted	11/28
Merger & Acquistions	Accepted	11/24
COLA	Accepted	11/22
newsletter name needed. help i'm stuck!!	Accepted	10/13
Partner Marketing Campaigns in IT	Accepted	10/6
Intranet name for K-12 Govt Website	Accepted	9/29
Tagline for Executive Coaching company	Accepted	9/22
Need help/advice to create monthly news email	Accepted	9/19
Why isn't this men's clothing site converting?	Accepted	7/19
Website comparison to competition	Accepted	7/3
Is Acquisition a Brand Extension Strategy?	Accepted	5/31
New Product Strategy	Accepted	4/30
Cost of embedded video commercials	Accepted	4/29
Professional services from an email software provider?	Accepted	4/28
New mortgage company needs to attract clients!	Accepted	2/8
Catchy name for internal sales seminar!need help	Accepted	2/3
Web 2.0 in the banking sector	Accepted	1/29
Marketing MS	Accepted	1/23
trying to understand my customer base	Accepted	1/16
Rebrand of two merging co's - Starting Point	Accepted	1/16
Tagline for B2B IT firm	Accepted	1/8
Viral marketing strategy for online community	Accepted	1/4
Undgrad in Marketing - MBA Concentration in ??	Accepted	1/3
Channel Resources	Accepted	1/1
How to make a Market Growth Analysis	Accepted	12/13
What Credentials Must a Director of Digital Market	Accepted	11/26
Professional website critique please	Accepted	11/7
Masters in Integrated Marketing Communications?	Accepted	11/6
Advertising Guarantees?!?	Accepted	11/1
Calculating return on investment?	Accepted	10/30
Want to add video clip - what angle?	Accepted	10/30
Help with Strategy	Accepted	9/30
Value proposition to Insurance CEO	Accepted	9/30
Need help with marketing program ROI benchmarks	Accepted	9/27
Estimating Potential Ad Revenue?	Accepted	8/29
Customer Experience Strategy - call centre	Accepted	8/29
Ok, what now?	Accepted	8/28
Branding vs Marketing vs Sales	Accepted	8/27
Company Anniversary	Accepted	8/27
Media business vs other businesses?	Accepted	8/26
Branding / Marketing a Service on an IT website	Accepted	7/26
My first half page ad	Accepted	7/16
BtoB communication for collaboration	Accepted	7/15
Account Planner?	Accepted	5/29
An immigrant copywriter's dilemma	Accepted	5/25
Salary progression in brand strategy consulting	Accepted	5/21
sales tools	Accepted	5/12
Strategic direction definition and understanding	Accepted	5/4
2 Newsletter Titles / names	Accepted	5/4
A START UP COMPANY NEEDS YOUR HELP	Accepted	4/20
how do I convince my boss re: branding!!!?	Accepted	4/17
Brand research report tools	Accepted	4/17
Positioning of a Business School	Accepted	4/11
SCENARIO PLANNING	Accepted	4/10
Need Tagline for Computer Consulting Company	Accepted	4/3
Competitors' Clients	Accepted	3/26
Brand names going generic	Accepted	3/22
Ries: Creating vs. Serving Markets	Accepted	3/21
How to find buyers for great unused domain names?	Accepted	3/13
Where can I find inexpensive market research?	Accepted	3/7
Marketer vs Strategist: Who wins?	Accepted	3/2
Recent Graduate Seeks Advice	Accepted	2/27
Mailings/ mail centers	Accepted	2/21
Google AdWords & Landing Pages: Help!	Accepted	2/20
Is it fair?	Accepted	2/20
Branding Dissertation	Accepted	2/19
Avg Online Conversion Rates for Offline Media	Accepted	2/15
Marketing research-photography specific	Accepted	2/8
Activities for my workshop	Accepted	2/7
customer and consumer engagement via ATL media	Accepted	2/7
Projecting customer response to a tv ad 800 number	Accepted	2/5
Lead Generation for Manufacturing ERP software	Accepted	2/5
An example of luxury multibranding	Accepted	1/31
Product Revitalisation Strategy	Accepted	1/30
Rank ecommerce items by $ sales?	Accepted	1/18
I think my site needs help. Help???!!!!	Accepted	1/11
Subdivision and Street Names	Accepted	1/11
Citizen Marketers: Why should companies say no to citizen marketing?	Accepted	1/11
Move a company to Professional services firm	Accepted	1/11
Colleges with Branding programs...	Accepted	1/8
Need help marketing a new job board start-up	Accepted	12/26
Print Advertising Response Rates/Benchmarks	Accepted	12/19
Advice on Testimonials Needed	Accepted	12/15
Should your website change with each ad campaign?	Accepted	12/14
BTL ( below the line) Marketing activity	Accepted	12/12
What Should Be My Next Marketing Step for Growth?	Accepted	12/5
Revamping website. Any comments/suggestions welcom	Accepted	11/28
Conferences or Seminars on B2B Customer Loyalty	Accepted	11/14
We Built It, They Come, Then They Leave	Accepted	11/9
Improving International Presence on Website	Accepted	11/8
Need tagline for local government marketing brand	Accepted	11/8
Restructuring the Marketing & PR Department	Accepted	10/8
e-mail marketing or m-commerce topic??Help plz!	Accepted	10/7
Brainstorm: Building on those first sales ....	Accepted	10/6
How will the HP scandal effect its' subbrands?	Accepted	10/5
Seeking a drop dead strategy to recruit realtors	Accepted	10/1
Starbucks	Accepted	9/26
Customer Retention & Cust. Satisfaction Programs	Accepted	9/22
Service Company Name	Accepted	9/21
Critique our Site	Accepted	9/21
"Menu" of services offered by mtKing consultants?	Accepted	9/20
Help with redesign web site for photography...	Accepted	9/5
Trying To Start New Marketing Company	Accepted	9/5
Need Marketing Mgrs. to review our site	Accepted	9/4
Looking to update a companies brand/image	Accepted	8/23
Launching a new Real Estate Company	Accepted	8/23
Product Trial Program	Accepted	8/14
Modelers vs Behaviorists vs Strategists	Accepted	8/14
Need help to make Sales track leads and follow up	Accepted	8/1
Volume versus profit	Accepted	7/28
Product Name	Accepted	7/19
How to transition from Politics to branding?	Accepted	6/27
Setting Brand Targets and Marketing Mix Benchmarks	Accepted	6/22
how to run a campaign for IT offerings?	Accepted	6/13
How can I locate emails Resellers?	Accepted	6/6
BROCHURE (B2B)	Accepted	5/26
Best ad direct to market self-help title	Accepted	5/25
Merging Media Production Co. w/a Marketing Firm	Accepted	5/24
Why does McDonald's sell ice?	Accepted	5/17
Where do I start?	Accepted	5/15
Need tagline for pricing strategy	Accepted	5/9
Body Shop brand and its future....	Accepted	5/8
MARKET STUDY DURATION	Accepted	5/5
WHEN HAVE YOU GONE OVER THE EDGE	Accepted	5/4
Integrating in-house advertising into a Matrix Org	Accepted	5/4
Intro header to ad new technology conveyor	Accepted	5/3
Channel Partner Marketing Program	Accepted	4/28
How valuable is SALES experience in marketing	Accepted	4/25
URL/ Name for my Marketing Blog	Accepted	4/22
Ideas for Lead generation for a Time share base co	Accepted	4/21
Sell to everyone, sell to no one?	Accepted	4/20
Market research on customer segmentation	Accepted	4/19
3 year old IT consulting company	Accepted	4/18
How to make web-users spend more time on a website	Accepted	4/14
Marketing-Speak - What do you think?	Accepted	4/13
ATL / BTL Launch proposal for the product Sand	Accepted	4/3
I am doing an MBA dissertation in marketing	Accepted	3/31
Gay Advertising in Canada	Accepted	3/31
Been acquired and new branding forced on us	Accepted	3/23
CRM Software Company Tagline	Accepted	3/23
Value of a Masters in Marketing/ MBA	Accepted	3/22
Branding: Best company name	Accepted	3/16
Conversion Rate	Accepted	3/15
Need 5 to 7 word Tag lines for the company	Accepted	2/21
Loyalty program for resellers	Accepted	2/21
Marketing of Automobiles	Accepted	2/13
How to asses the demand as preciselly as possible?	Accepted	2/7
brand erosion & promotional offers.	Accepted	2/6
Need help with new decor store advertising media	Accepted	2/1
Probation period	Accepted	1/30
Requiring Content Registration	Accepted	1/26
Packaging Writing/ Translation	Accepted	1/25
Direct Mail Follow Up	Accepted	1/20
Webinar campaign - good or bad?	Accepted	1/19
Looking for a company site...	Accepted	1/18
B2B Enterprise Software Marketing References	Accepted	1/18
How to find channel partners	Accepted	1/14
OPinions needed viral marketing/generation y!	Accepted	1/13
Catchy name for direct mail analytical tool	Accepted	1/11
Really necessary for Terms & Conditions on Forms?	Accepted	1/9
Help defining duties between sales and marketing	Accepted	1/8
New B2B Telemarketing Leads	Accepted	1/5
online marketing strategy for start-up	Accepted	1/4
Brand Responsive Advertising	Accepted	1/4
Enforced re-brand, what are the costs	Accepted	1/4
Marketing Software Solutions to Government	Accepted	1/4
Sending Emails to previous customers	Accepted	1/2

Responses from kevin.horne [back to top]
Question Title	Status	Date
Buying an Existing Restaurant	Closed	3/1
Tagline for SpringHill Suites by Marriott Hotel	Closed	7/3
New Marketing Manager	Closed	7/17
Tag line for an ICT company	Closed	7/16
Dissertation Topic- JVs as market entry in China	Closed	5/29
Generating site traffic and sales	Closed	1/26
Thank you follow-up from interview	Closed	6/29
New Company/ Marketing Hurdles	Closed	5/15
How Do I Hire A Marketing Company?	Closed	4/21
Overheads of Organisation by %	Closed	2/3
Need help with positioning/branding a new venture	Closed	1/19
Using Predictive Analytics	Closed	1/9
Need topic ideas for gas station newsletter	Closed	1/4
Brand Confusion. A small non-profit's dilemma	Closed	1/3

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