Customers will remain loyal and potential customers will keep us top of mind if we speak so they will listen. In this workshop we practice crafting key messaging to communicate with customers in a time of crisis and to communicate a receptive and memorable brand response in general.

1. HOW YOU ACT NOW WILL DEFINE YOUR BRAND FOR DECADES
"CRISIS MESSAGING”
In Partnership With
CACAO MEDIA
HUBSPOT EXPERTS
MARCH, 2020
NEW YORK, NY // 917.398.9086
TEL AVIV, IL // 058.445.9252
YONIT@BONVOYAGEMARKETING.COM
www.bonvoyagemarketing.com
Yonit Tanenbaum
BRAND & MESSAGING
STRATEGIST

2. BRANDSHOP: CRISIS MESSAGING
How will your brand be remembered
from this pandemic era?
2
© 2020 YONIT TANENBAUM

3. BRANDSHOP: CRISIS MESSAGING
3
SO
GIVING
PRETTY
UNDERSTANDING
THEIR POLICIES WERE
RIGID
THEY WERE NASTY & SELF
SERVING
© 2020 YONIT TANENBAUM

4. CAN YOU ADD VALUE TO THE CONVERSATION RIGHT NOW?
IF NOT, THAT’S O.K. SIT THIS ONE OUT.
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BRANDSHOP: CRISIS MESSAGING
#coronavirus #covid19 #checkyourself
© 2020 YONIT TANENBAUM

5. DON’T TRY TO CAPITALIZE
ON THE MISFORTUNE OF OTHERS
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BRANDSHOP: CRISIS MESSAGING
#coronavirus #covid19 #checkyourself
© 2020 YONIT TANENBAUM

6. 6
Audience #1: Your Team
LIKE A CHAIN, YOUR COMPANY
IS ONLY AS STRONG AS ITS WEAKEST LINK

7. 7
Crisis Messaging
Exercise #1
Write a message to your team members.
Think: If I were in their shoes, what would I need to hear right now?
Such as: Job security, job requirements during this unusual period, updated information.
*Note: Empathize. Show compassion. Build confidence, trust, loyalty, transparency and open
channels of communication. Show up for them and they’ll show up for you.

8. 8
Audience #2: Your Customers
IT’S NO LONGER ABOUT
WHAT YOU CAN SELL;
IT’S ABOUT
“WHAT WE CAN DO FOR YOU -- NOW”

9. 9
Crisis Messaging
Exercise #2
Write a message to your customers.
Think: If I were in their shoes, what would I need to hear right now?
Such as: Continuity, level of service/availability during this unusual period, updated information.
Financial concerns.
*Note: Build confidence, trust, loyalty, transparency and open channels of communication. How
you show up for them now could make or break your brand reputation.

10. 10
Audience #3: Your Pipeline & Your
Prospects
YOUR CUSTOMER IS THE HERO.
GUIDE THEM TOWARD WHAT THEY WANT

11. 11
Crisis Messaging
Exercise #3
Reshape your brand story.
Name the 5 biggest wants that your brand can fulfill. You’ll choose one.
Use the most compelling one in your brand story – and write that tagline.

12. 12
Implementation
Get ready to apply the messaging you’ve created today
Notice, Updates
New Offering, CTA
Policy
Chatbot
Funnels, Processes
Paid Advertising
Automated Emails
Newsletters
Social Media
Press Release
Where will you be
changing your
messaging?
Tackle each; one at a time.
Website Communication

13. 13
Speak so the customer will listen.
“Crisis messaging” is just one example
of brand messaging.
This, plus the other elements of brand messaging, are
critical to your company’s success.

14. 14
Brand messaging resonance will yield these results
EMPLOYER BRANDING CUSTOMER SATISFACTION BRAND REPUTATION
EMPLOYEE LOYALTY AND
OUTPUT EXCELLENCE
CUSTOMER LOYALTY
AND REPEAT BUSINESS
POSITIVE – NOT NEGATIVE,
AND NOT FORGOTTEN

15. The Bottom Line
This is your best bet for
customer retention,
low churn, and ultimately
a positive branding outcome,
which will bring more sales and revenue.
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BRANDSHOP: CRISIS MESSAGING
© 2020 YONIT TANENBAUM

16. Yonit Tanenbaum
BRAND STRATEGIST / DIGITAL MARKETER
Yonit Tanenbaum is a branding and
marketing strategist with extensive formal
and hands-on strategic marketing,
communication, business and leadership
experience. Much of Yonit’s current focus is
on U.S. and Israeli technology companies,
driven by her mission to partner with
visionaries and founders in their quest to
become market leaders in their industries.
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BRANDSHOP: CRISIS MESSAGING

17. 17
Thank you.
DON’T LET YOUR BRAND MESSAGING GO TO WASTE.
yonit@bonvoyagemarketing.co
Make sure your messages resonate
and that they reach your target audience properly.
Let’s talk!