How Health + Healthy Lifestyle Brands Can Build CFO Love

We know that the decision maker still has a range that includes the initials C and A. But the middle initial changed. It is now the CFO who has navigated. In some cases, decisions are limited to where to cut costs, not the budget item is off-limits. others know that the demand-side strategies are key to future success and look for their marketing people to justify their spending (as it should) with a rigorous business case.

Based on what history tells us, monitoring the spenders and their organizations will come out stronger on the other side of the recession. As will their marketing departments, as they begin to harmonize their efforts and speak the language, CFO.

Here are seven tips for building love and CFO position for the climb:

sharp focus: if your position is different, it is desirable to react in time (provided more benefit value to the dollar), and these are in sync on your highest priority to the public

.

to eliminate the costs: to study how to reduce costs through product or service, the costs of running their own prices, but do not really give recipricol value for customers. Prune portfolio: kill products that SAP resources, but does not meaningfully contribute to brand strength (eg customer value, differentiation, profitability, brand share, future potential) and segment attractiveness (eg size, growth / trends, an opportunity to vary, profitability ).

All in alignment: all you do increases or reduces building brand reputation and relationships. Review each step of the customer journey (from investigation to initial outreach to after-sales service), in relation to your brand promise, values ​​and stories, and there is provide a coherent message coming from the other side.

Think Blue Oceans: what can you do to build a stronger competitive position, or for creating new market space that makes the competitors irrelevant, look at the entire delivery system to discover how you can change the game, and what you can do to eliminate , cut, pick up and deliver and create differentiation and value.

Digital zoom: How can you improve the effectiveness and the potential involvement of this channel, to optimize their web sites, e-mail and mobile, integrating with CRM applications

.

to be social: Take the naysayers in perspective, a perspective of consumers, and consumers in the fans turn on them on their terms. Build trust through open and frank discussions, and timely responses. Hard costs are minimal, but significant returns.

for measuring ROI: I agree up-front what and how you will measure and spend it wisely by the media mix, so you can course correct based on the outcomes

.