--- title: Marketing Alignment — 2025-10-27 type: article created: '2025-10-27' updated: '2025-10-27' source_docs: - raw/2025-10-27-crazy-lennys-marketing-meeting-96988883.md tags: - client/crazy-lennys - meeting - marketing - e-bikes - google-ads - black-friday - sell-sheets - video-production - e-flow - seasonal-strategy layer: 2 client_source: Crazy Lenny's E-Bikes industry_context: ecommerce transferable: false --- ## Overview Alignment meeting with Steve Lindenau (Crazy Lenny's) and Asymmetric team (Karly Oykhman, Avokerie Onorimuo). Primary agenda: kick off e-flow sell sheets, reactivate Google Ads, plan Black Friday, and gather context for 2026 strategy development. **Meeting recording:** [Fathom](https://fathom.video/share/6EQaxb61txYyAV4kA8Xf3yUrhqtU6zEn) --- ## Attendees | Name | Role | Org | |---|---|---| | Steve Lindenau | Owner | Crazy Lenny's (external) | | Karly Oykhman | Account lead | Asymmetric | | Avokerie Onorimuo | — | Asymmetric | --- ## Key Decisions - **e-flow sell sheets:** Produce two single-page, print-ready sell sheets — one for the limited-run model (35 units) and one for the evergreen model (~$3,600, strong value vs. $5k three years ago). Two-week turnaround. Karly contacts Evan for specs; Steve provides glamour shots. Final files go to Steve's local printer. - **Google Ads reactivated:** Campaigns were paused due to an expired card. New Visa provided; Karly to update billing in Google Ads. - **Black Friday doorbuster:** 1–2 bikes at a "ridiculously low" price to drive foot traffic. Advertise via email blast and paid ads starting ~November 12 to avoid cannibalizing current sales. - **e-flow brand video:** ~90s–2min "glamour video" for in-store use, modeled on the "American Rider" brand video. Dan (approved videographer) to shoot; Karly to get estimate. Timing is urgent — fall foliage is peak now. Preferred shoot days: Tuesday–Thursday. - **Online accessory sales: not a priority.** Amazon competition and stocking complexity make it not worth pursuing. Accessories are an in-store, impulse-bundle play only. - **Spotify Ads: postponed.** Revisit in ~one month; possible Black Friday or Christmas campaign. --- ## Action Items - [ ] Email Evan re: two e-flow sell sheets — request specs and glamour shots (@Karly Oykhman) - [ ] Resend winter storage email drafts to Steve for review (@Karly Oykhman) - [ ] Email Kevin re: Google Business Profile Gmail — request manager access (@Karly Oykhman) - [ ] Update Google Ads billing with new Visa card and zip 53719 (@Karly Oykhman) - [ ] Email Dan re: ~2-min e-flow video estimate; propose Tue–Thu shoot; coordinate schedule (@Karly Oykhman) - [ ] Find and send "American Rider" video reference to Karly (@Steve Lindenau) - [ ] Disable "permission to record" prompt for Crazy Lenny's meetings in Fathom settings (@Karly Oykhman) --- ## Topics ### Seasonal Sales Context Steve described the current sales cycle: - **Now (late October):** Quiet — typical for this time of year. - **November–December:** Spotty, with a bump from Black Friday. - **January–March:** Dead zone. Slowest period of the year. This context directly shapes the Black Friday timing decision and the urgency around 2026 strategy groundwork. ### e-flow Sell Sheets Two high-end, single-page sell sheets for the e-flow bike line: | Model | Notes | |---|---| | Limited-run | 35 units available | | Evergreen | ~$3,600 — was ~$5,000 three years ago; strong value story | - **Format:** Single-page sell sheet (not a brochure or folder) - **Assets needed:** Specs from Evan; glamour shots from Steve's in-store photo booth - **Print production:** Steve's local printer; Karly delivers print-ready files with bleeds - **Timeline:** Within 2 weeks ### Google Ads Reactivation Campaigns were paused because the credit card on file expired. Root cause: Steve's bank has been acquired three times in four years, repeatedly invalidating cards. New card details collected on the call and to be entered into Google Ads by Karly. > ⚠️ Note: Card details were shared verbally on the call. Do not store raw card data in this wiki — confirm with Karly that billing has been updated and close the loop. ### Black Friday Plan - **Mechanic:** Doorbuster — 1–2 bikes at a steep discount to drive in-store traffic - **Channels:** Email blast + paid ads (Google Ads, potentially Spotify) - **Start date:** ~November 12 (avoid advertising too early and suppressing current sales) - **Winter storage angle:** Customers who buy during Black Friday can store the bike at the shop and pick it up in spring — already an existing offering, worth messaging explicitly ### e-flow Brand Video Steve wants a ~90s–2min "glamour video" for the e-flow brand, to run in-store and potentially be cut down for TV/ads (as was done with the "American Rider" video). - **Videographer:** Dan (previously worked with Crazy Lenny's; approved) - **Timing:** ASAP — fall foliage is at peak and would make ideal backdrop - **Preferred shoot days:** Tuesday, Wednesday, or Thursday - **Reference:** Steve to send "American Rider" video to Karly as creative brief ### Google Business Profile Sunday hours are currently incorrect on the profile. Asymmetric does not have manager access. A suggestion was submitted to Google directly, but Google controls whether it's accepted without verified access. - **Fix:** Karly to contact Kevin to get the associated Gmail and request manager access ### Accessories Strategy Online accessory sales are explicitly **not a focus**: - Amazon undercuts on price - Stocking and fulfillment complexity not worth it - Accessories sell as impulse add-ons when customers buy a bike in-store Winter-specific accessories in stock: studded tires, handlebar mittens (neoprene handlebar covers). Opportunity: bundle messaging at point of sale, not a standalone channel. ### 2026 Strategy Groundwork Karly gathered context to inform 2026 planning: | Topic | Status | |---|---| | Financing | Not offered; tried 4x, failed each time — firm no | | Deposits / pre-booking | Already offered; flexible hold periods (e.g., $500 down, pick up in 2.5 months) | | Winter storage | Already offered; buy now, pick up in spring | | Online accessories | Not a priority | | In-store accessories | Bundle opportunity at point of sale | Karly and Mark (internal) to develop 2026 strategy incorporating this context. ### Spotify Ads Postponed. Steve wants to wait ~one month before deciding. Possible use cases: - Black Friday campaign - Christmas campaign Karly to circle back in ~4 weeks. --- ## Related - [[clients/current/crazy-lennys/_index]] - [[clients/current/crazy-lennys/campaigns/google-ads]] - [[clients/current/crazy-lennys/campaigns/black-friday-2025]] - [[clients/current/crazy-lennys/projects/eflow-sell-sheets]] - [[clients/current/crazy-lennys/projects/eflow-brand-video]]