wiki/clients/current/crazy-lennys/2025-10-27-marketing-alignment.md · 985 words · 2025-10-27
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
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.