Marketing Meeting — 2025-12-29

Client: ^[1]
Attendees: Steve Lindenau (client), Karly Oykhman (Asymmetric), Avokerie Onorimuo (Asymmetric)
Source: Fathom Recording

Overview

Two-topic meeting: reviewed four new Google Ads-specific landing pages built to improve conversion rates, and planned an SMS list growth campaign. Next meeting rescheduled to January 16 due to Steve's travel.

Key Decisions

Four landing pages approved for the active Google Ads campaigns (retargeting, local store, generic, branded), with one pending image update before activation.
Retargeting page hero image to be replaced with an e-bike photo — current store sign image doesn't communicate the product, which risks user confusion on arrival.
SMS growth campaign will launch via email blast to existing customer list + website pop-up. No 10% discount offer at launch; test organic sign-up interest first and add incentive later if needed.
Next meeting moved to January 16. Jan 5 and Jan 12 meetings cancelled. Steve departs January 5 for travel.

Topics

Recent holiday promos rated 3–4/10 by Steve — low traffic and sales. Attribution: weak economy rather than promo quality or execution. Current channel mix (email + social) considered appropriate for the environment. SMS is seen as a potential incremental channel.

"I truly think we're doing the best we can. We're hitting it with email, we're hitting it on social media, and the promos look good." — Steve Lindenau

Google Ads Landing Page Optimization

Problem: Google Ads traffic directed to main website pages has a high bounce rate. Users have too many navigation options and no focused conversion path.

Solution: Campaign-specific landing pages with:
- No main navigation menu (removes distraction)
- Two primary CTAs: "Book free consultation" (lead form) and "Get directions" (in-store traffic)
- Testimonials and social proof sections
- Footer link to full website for users who want to browse further

Page-by-Page Review

Page	Campaign	Status	Notes
Retargeting	Retargeting campaign	Pending image update	Replace hero (store sign) with e-bike image
Local Store	"E-bike near me" searches	Approved	Focused on driving in-store visits; includes rental rates and location
Generic	General brand searches	Approved	Interior store photo acceptable as-is
Branded	"Crazy Lenny's e-bikes" searches	Approved	Includes social links, e-bike quiz finder, testimonials

SMS List Growth Campaign

Goal: Build the SMS subscriber list using existing touchpoints.

Tactics approved:
1. Email campaign to existing customer list
2. Website pop-up

Offer decision: Launch without a 10% discount. Test whether organic value proposition ("get deals sent directly to you") drives sign-ups before adding an incentive.

Drafts (email copy + pop-up graphic) to be sent to Steve and Evan for approval before launch. Steve needs to approve by January 5 (departure date) via his standard email.

Action Items

[ ] Update retargeting LP hero image to feature an e-bike (@Karly)
[ ] Activate all four landing pages in Google Ads (@Karly)
[ ] Email Steve landing page previews for final review (@Karly)
[ ] Draft SMS signup email and pop-up graphic (no 10% offer); send to Steve + Evan for approval (@Karly)
[ ] Cancel Jan 5 and Jan 12 meetings with Steve (@Karly)
[ ] Schedule Jan 16 meeting with Steve (@Karly)
[ ] CC Steve's AOL email on all communications through mid-January (@Karly)
[ ] Steve to review and approve SMS campaign drafts by Jan 5 (@Steve)

Notes

Steve departs January 5 for a culinary trip to Mexico (Oaxaca, Puebla, Mexico City). Outlook unreliable while traveling — copy all emails to his AOL address through approximately January 16.
Evan (likely Evan at Crazy Lenny's) should be included on SMS campaign approval chain.

^[2]