Marketing Meeting — 2025-11-24

Client: ^[1]
Attendees: Steve Lindenau (client), Karly Oykhman (Asymmetric), Avokerie Onorimuo (Asymmetric)
Source: Fathom recording

Overview

Weekly marketing sync covering active campaign status, a new SMS marketing proposal, a winter storage email copy revision, a GoHighLevel billing update, and a preliminary discussion of in-store QR codes for bike models.

Key Decisions

Campaign Status

• Black Friday / Cyber Monday: Emails and social posts scheduled and ready to go.
• "Blitz" promos: Copy drafted by Karly's team; full emails and social posts will be sent to Steve for approval before anything publishes.
• Video (Dan): Expected to be completed by end of week (week of 2025-11-24).
• eFlow sales sheets: At the printer.

SMS Marketing Strategy

Rationale

SMS has significantly higher open rates than email, faster delivery, and lower production overhead — well-suited for flash sales and time-sensitive promos like the Blitz campaigns.

Platform

Twilio, chosen for native GoHighLevel integration (keeps email + SMS in one platform). One-way marketing messages only to start.

Cost: $0.0083/text, pay-as-you-go. No monthly minimum if no messages are sent.

List Growth Tactics

• Website footer opt-in ("sign up for exclusive deals")
• SMS opt-in field added to all website forms (contact, landing pages, Google Ads forms)
• Website pop-up offering 10–15% discount for SMS sign-up
• In-store QR code flyers (for SMS opt-in — separate from the product info QR code discussion below)
• Staff asking for opt-ins at checkout
• Email campaign announcing the new SMS channel
• Social media posts; potential giveaway (prize TBD — e.g., free bike seat)

Segmentation Plan

KPIs to Track

• Subscriber list growth
• Click-through rates on SMS links
• Opt-out (STOP) rates

Timeline

• ~Month 1: Twilio setup, segmentation configuration, SMS opt-in flyers with QR codes
• ~Weeks 5–6: Website pop-up + form opt-in fields added
• After setup: Begin campaigns, giveaway details, promos

In-Store QR Codes (Product Info)

Steve's concept: place a QR code stand next to each of ~35 bike models on the showroom floor, linking to more product information.

Options Discussed

Complex option upside: Builds out website content, improves SEO, increases organic keyword coverage.
Complex option downside: Significant time and cost investment.

Decision: Deferred. Steve will decide on the destination and inform Karly before work begins.

Action Items

• [ ] Karly — Revise winter storage email copy: change "Last Call" to "Reminder"
• [ ] Karly — Draft Blitz promo emails + social posts; send to Steve for approval before publishing
• [ ] Karly — Set up Twilio account; configure SMS segmentation buckets
• [ ] Karly — Design in-store SMS opt-in flyers with QR codes
• [ ] Karly — Add SMS opt-in fields to website forms; build website pop-up with discount offer
• [ ] Steve — Bring Twilio billing card info to next week's meeting
• [ ] Steve — Decide QR code destination (manufacturer site vs. new Crazy Lenny's catalog pages) and inform Karly

Sensitive Data Note

⚠️ The meeting transcript contains a full credit card number, expiration date, CVV, and billing zip code spoken aloud during the GoHighLevel payment update. This information has been recorded in the Fathom transcript. Do not share the raw source document externally. The card details should not be stored in this wiki — refer to the client's secure billing records if needed.

The summary section of the source document references "Visa ending in 2102, exp. 08/28" — treat even partial card data with care.

Notes

• Steve mentioned the store typically goes into a reduced-spend "hibernation" mode January–March, ramping back up around April 1. This is relevant context for SMS launch timing and campaign planning.
• Two-way SMS (e.g., for service center communication) was discussed but explicitly deferred — start with one-way marketing only.