Marketing Strategy Review — February 2026

Overview

Marketing strategy review with Crazy Lenny's covering the Epic employee nurture campaign, social media content scope, Google Ads status, and an upcoming demo/rental promo launch. Meeting attended by Steve Lindenau (Crazy Lenny's), Karly Oykhman, and Avokerie Onorimuo (Asymmetric).

Source: Fathom recording

Key Decisions

Action Items

• [ ] Karly — Revise Epic nurture Email 1: add "in business since 2013, one of the first and largest e-bike-only stores in the US"; remove inaccurate 2-minute ride time estimate
• [ ] Karly — Revise Epic nurture Email 2: add language about Dane County's superior bike infrastructure as a reason to e-commute
• [ ] Karly — Draft all three Epic nurture emails and send to Steve and Evan for final review before sending
• [ ] Karly — Delete scooter social post
• [ ] Karly — Edit tune-up social post: clarify shop services "any brand" and both e-bikes and regular bikes; schedule post
• [ ] Karly — Prepare referral program strategy to present at next meeting
• [ ] Steve — Restart Google Ads in ~2 weeks once cash flow allows; resolve overdue payment

Epic Employee Nurture Campaign

Background

Crazy Lenny's is located near Epic Systems' campus. Epic prohibits direct vendor partnerships and marketing, so the campaign uses a workaround: a personal, 1-to-1 style email flow rather than a branded mass-marketing blast. A contact list of Epic employees is already loaded in the system.

Campaign Structure

• Format: 3 emails, sent weekly, written to look like a personal outreach from a sales rep
• Goal: Drive Epic employees to visit the store for a test ride

Email-by-Email Review

Email 1 — Introduction / Who We Are
- ✅ Add credibility line: "In business since 2013 — one of the first and largest e-bike-only stores in the US."
- ❌ Remove travel time estimate ("2-minute bike ride") — store is actually ~6 miles from Epic campus

Email 2 — Why an E-Bike?
- ✅ Add point about Dane County's bike infrastructure: the county is well above average for bike commuting, making e-commuting a practical choice for most Epic employees who live in the area

Email 3 — Drive Urgency / Come In
- ✅ Approved as-is

Next Step

AAG will draft the revised emails and share with Steve and Evan for final approval before launch.

Social Media Content Review

Scooter Post — Rejected

The post referenced scooters as a product category. Steve rejected it: Crazy Lenny's does not stock or service scooters. The economics don't work — a scooter costing $500–600 often requires $300–400 in repairs, leading customers to abandon the repair. The shop exited that business and wants no marketing association with it.

Decision: Delete the post. All content going forward should focus on bikes only.

Tune-Up Post — Approved with Edits

A post promoting tune-up services was approved with two edits:
1. Clarify the shop services any brand (not just bikes purchased there)
2. Note that the shop services both e-bikes and regular bikes

Decision: Edit and schedule.

Google Ads

• Current status: Paused due to an overdue payment
• Decision: Keep paused for approximately 2 more weeks
• Rationale: Spring sales season is beginning to pick up (warmer weather, longer days driving foot traffic); cash flow should improve enough to restart the campaign shortly

Other Updates

Demo/Rental Promo

Evan had requested edits to the upcoming demo/rental promo. Those changes have been made. The email and social post are both scheduled to go live Wednesday.

Business Conditions

Traffic is picking up with the seasonal shift — temperatures rising from single digits to the mid-30s°F, combined with longer days, are prompting customers to start thinking about bikes again.

Referral Program

AAG is developing a referral program strategy for Crazy Lenny's. Karly will present the strategy at the next meeting.

Attendees

Related

• ^[1]
• ^[2]