Documented from the [1] marketing meeting on 2025-10-27. Covers the status of two active email campaigns and timing considerations for Black Friday and Spotify promotions.
Steve's standard Black Friday approach is a doorbuster sale on 1–2 bikes at a steep discount to drive foot traffic. Key timing guidance from Steve:
"What we don't want to do is start advertising that now because people won't buy a bike until the end of November… maybe start advertising it November 12th or something like that."
Karly flagged that the winter storage offer could be bundled into Black Friday messaging — buy now at a discount, store it with us, pick it up in spring. Steve was open to it but deferred final decision to the Spotify/Black Friday review in ~one month.
Spotify ads were discussed as a potential channel for seasonal promotions but postponed. Steve's preference:
For seasonal retailers with a hard "dead zone" (January–March for Crazy Lenny's), email timing discipline matters as much as content. Promoting too early can suppress near-term sales without meaningfully pulling forward future ones. A mid-November start for Black Friday messaging reflects this — close enough to the event to create urgency, far enough out to build awareness.
This pattern likely applies to other clients with seasonal demand curves. See [2] if that article exists.