Crazy Lenny's Social Content Strategy

Established content guidelines for Crazy Lenny's organic social media, confirmed during the February 2026 marketing review. The core principle: bikes only. All content scope decisions flow from product and service profitability, not just brand identity.

Content Scope: Bikes Only

All social posts should focus exclusively on bikes — both e-bikes and regular bikes. No scooters, Vespas, or other motorized personal vehicles.

Why scooters were ruled out:
Crazy Lenny's experimented with scooter service and stopped. The economics don't work: most scooters retail for $500–600, and repairs frequently run $300–400. Customers balk at repair costs that approach the purchase price and opt to discard the unit instead. This makes scooter service a time sink with low conversion and low margin. The shop does not stock or sell scooters either, so there is no sales upside to offset the service drag.

"The problem with scooters is most scooters cost five or six hundred bucks... it'll be three or four hundred bucks to fix it. Then people go, well, I only paid five or six hundred. Just throw it out. So it's become just a waste of time business."
— Steve Lindenau

Confirmed in-scope products/brands:
- E-bikes (primary focus)
- Regular bikes (service and tune-ups)
- Segway e-bikes (small inventory, acceptable to mention)

Service Promotion Guidelines

Service content is explicitly encouraged. Key messaging rules:

• Any brand — the shop services bikes regardless of where they were purchased. This should be stated clearly in service-related posts.
• E-bikes and regular bikes — both are serviced. Do not imply e-bike exclusivity in service messaging.
• Tune-up promotions have performed well and should be a recurring content type.

Approved post example (with edits):
A tune-up post was reviewed and approved with two edits applied:
1. Add "any brand" language
2. Clarify that service covers both e-bikes and regular bikes

Rejected Content

Related

• ^[1] — client overview
• ^[2] — parallel campaign targeting Epic Systems employees
• ^[3] — Google Ads status context from same meeting