--- title: 2023 Review & 2024 Marketing Strategy type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-11-10-crazy-lennys-marketing-meeting-100447060.md tags: - client/crazy-lennys - meeting - marketing-strategy - e-bikes - eflow - email-campaign - sms-marketing layer: 2 client_source: Crazy Lenny's E-Bikes industry_context: ecommerce transferable: false --- # 2023 Review & 2024 Marketing Strategy **Meeting date:** Late 2023 (pre-Black Friday) **Attendees:** Mark Hope, Karly Oykhman, Avokerie Onorimuo (Asymmetric); Steve Lindenau (Crazy Lenny's) **Purpose:** Review 2023 performance and define 2024 marketing strategy --- ## Overview A wide-ranging strategy session covering 2023 results, root causes of the sales decline, and a set of approved 2024 initiatives. The conversation also resolved outstanding product spec questions for the eFlow Class 3.0 sales sheet and confirmed logistics for an upcoming video shoot at Tenney Park. --- ## 2023 Performance ### Key Numbers | Metric | Result | |---|---| | Sales (YoY) | **Down 20%** | | Margins | Up | | Store traffic | Down | | Conversion rate | **7/10 → 3/10** | | Rentals | Up YoY | | Service revenue | Up significantly — now a major revenue stream | ### Root Cause Steve's assessment: economic hesitation, not competition. E-bikes are a discretionary purchase, and customers in 2023 were unusually reluctant to commit financially. The common objection was *"I need to think about it"* — and those customers rarely returned. Steve noted the broader industry is down, not just Crazy Lenny's. > *"An e-bike is something that people would like to have but don't need. And I think given everything that's going on, that's how people are treating it."* — Steve Lindenau Existing closing tactics (test rides, warranty deferrals, flexible pickup dates, return policy) are effective but cannot overcome a purely financial objection. Financing was discussed and dismissed — the customers who ask for it are generally not good candidates. ### Bright Spots - **Growing segments:** Young commuters, cargo bikes, trikes - **Service revenue:** Increased substantially; serves both existing customers and non-customers - **Rentals:** Up year-over-year - **Accessories attach rate:** ~80% of bike sales include accessories --- ## 2024 Goals - **Sales growth target:** 10–15% increase over 2023 - **Primary lever:** Increase store traffic and capture leads from non-buyers who visit but don't purchase --- ## Key Decisions ### ✅ Epic Employee Email Campaign (approved) Mark identified 5,600 Epic employees with email addresses in Asymmetric's contact database. Steve approved pulling the list and sending a targeted email positioning Crazy Lenny's for commuter use. Epic is a large medical software company located ~6 miles from the store; many employees are already customers via word of mouth. **Note:** A formal partnership with Epic is complicated — the previous owner sits on Epic's board and there are historical restrictions on board members directing business to their companies. A direct email campaign sidesteps this. ### ✅ In-Store SMS Opt-In (approved) Rather than letting hesitant customers walk out with no follow-up path, the team will place a QR code in-store allowing customers to self-enroll in SMS updates. Steve's idea; Karly will research platforms and compliance requirements. **Compliance note from Mark:** Only text people who have explicitly opted in — violating this kills the program. ### ✅ eFlow Brand Push (approved) The "Taiwan Ease" project has launched as the **eFlow** in-house brand. First batch of bikes is in stock; more arriving soon. Strategy is to build the brand through the store first, then develop a dedicated eFlow website in Q1 2024. ### ✅ Annual Service Reminder Email (approved) Quarterly reminders were deemed too aggressive. Annual service reminder emails to past customers were approved. Karly to draft a template. ### 🔄 Continuing Programs - **Mother's/Father's Day promos** — generate word-of-mouth and some direct sales; continue - **Brewery ride partnership** (May–early September) — translates into some sales; continue - **Trade-ins** — accepted from any brand in working condition; helps facilitate upgrades; continue ### 💡 Future Ideas (not approved, revisit later) - **E-bike trips** (e.g., Apostle Islands, Door County, Madeline Island) — Steve has prior experience running a travel division at Pedego; interested but concerned about staff capacity with 7 employees - **Pop-up stores** — previously discussed; Steve is hesitant to invest more capital while the business is losing money; Mark noted it's the right tool for geographic expansion without lease costs --- ## eFlow Class 3.0 — Sales Sheet Spec Updates Specs confirmed during this call. The following replace or remove fields from the prior draft: | Spec | Value | |---|---| | Max speed | 28 mph | | Range | 70 miles | | Assisted mode | 5-stage (0–4) | | Battery | 48V, 16.5Ah Lithium Iron (LiFePO4) | | Frame material | Aluminum alloy | | Vehicle weight | 58 lbs | | Load capacity | 350 lbs | **Removed from sheet:** Controller, protection mechanism, charging time, vehicle size (length/width/height) Steve noted the eFlow Class 3.0 is a strong fit for the young commuter segment (e.g., Epic employees). --- ## Action Items - [ ] **Karly** — Update eFlow Class 3.0 sales sheet with confirmed specs; remove controller/protection/charging time/vehicle size fields; send to Steve for final review, then deliver print-ready files - [ ] **Karly** — Research SMS opt-in platforms and compliance requirements; propose approach to Steve - [ ] **Karly** — Draft annual service reminder email template; send to Steve for approval - [ ] **Karly** — Draft 2024 marketing plan with specific goals, metrics, timeline, and tactics; send to Steve - [ ] **Mark** — Pull 5,600-contact Epic employee email list; draft campaign email; send to Steve for approval - [ ] **Steve** — Email writer on-site contacts (names + phone numbers) to Karly for Tenney Park video shoot - [ ] **Evan** — Send Black Friday promotional details to Karly (same day as meeting) --- ## Logistics - **Video shoot:** Next day, 9 a.m., Tenney Park parking lot. Dan (AAG) directing; two Crazy Lenny's writers on site. Steve will not attend but will email their contact info to Karly. - **Next check-in:** Following Monday --- ## Related - [[clients/current/crazy-lennys/_index]] - [[clients/current/crazy-lennys/eflow-brand]]