--- title: Marketing Strategy Review — February 2026 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-02-09-crazy-lennys-marketing-call-120856875.md tags: - meeting - client - crazy-lennys - email-marketing - social-media - google-ads - nurture-campaign - epic-systems - e-bikes layer: 2 client_source: Crazy Lenny's E-Bikes industry_context: ecommerce transferable: false --- # 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](https://fathom.video/calls/559671993) --- ## Key Decisions | Decision | Detail | |---|---| | Epic nurture campaign approved | 3-part weekly email flow targeting Epic employees; 1-to-1 style to avoid mass-marketing feel | | Content scope narrowed to bikes only | Scooters and Vespas out of scope; shop stocks and services bikes only | | Google Ads remain paused ~2 weeks | Overdue payment; will restart when spring cash flow improves | | Demo/rental promo launches Wednesday | Email and social post both going live same day | --- ## 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 | Name | Role | Organization | |---|---|---| | Steve Lindenau | Owner | Crazy Lenny's E-Bikes (external) | | Karly Oykhman | Account Manager | Asymmetric | | Avokerie Onorimuo | — | Asymmetric | --- ## Related - [[clients/current/crazy-lennys/_index]] - [[clients/current/crazy-lennys/epic-nurture-campaign]]