CTSM Portfolio / Michael Mecham Page 1

More documents

Recommendations

Info

I funded the new premium exhibit by finding a vendor to remove the “mother ship” exhibit from our inventory thus avoiding the cost to dispose of it – quarter inch glass and solid steel is not easy to store and is certainly not easy to off load. It was reclaimed for a more appropriate (permanent) installation in Las Vegas. Part of it now stands as a Motley Crew recording studio and part of it can be found as a permanent installation for the Las Vegas Choppers. I then used money saved to fund the new solution for the premium brands. By applying my learnings from Seminar 61904 - Exhibit Design From Concept to Creation, Derse and I partnered with Levi’s® Merchandising, Operations, and Creative Services teams to design a new custom exhibit made of owned and unused materials. This approach minimized capital expenditures as well as show-to-show costs. The final design (below) was premium, substantive, and modular. The budget came in around $100/square foot, which I learned from Seminar 20304 – The Nuts and Bolts of Budget was about 45% less than the industry average for custom island exhibits. Original Exhibit, 40X30 peninsula Old Property Original Exhibit, 40X30 peninsula New Exhibit, 30X30 peninsula Old Property New Exhibit, 30X50 peninsula Old Property CTSM Portfolio / Michael Mecham Page 12
Now that the premium brands had a new exhibit and the commercial brand was back on the show floor, the next aim was to grow the commercial brand to appropriately represent itself as the largest market share holder once again. First, as the company licensed Levi’s® branded products for women’s tops, men’s tops, kids 0-7, socks, shoes, and finally loungewear/underwear, I partnered with licensees to manage an exhibit at MAGIC on their behalf. Using additional learnings from Seminar 20304 – The Nuts and Bolts of Budget about show averages, I subleased showrooms within our exhibit at 2.5 times the actual cost of the real estate. This rate included all show services, transportation, etc. and enabled licensees to pay a flat fee and then simply show up with their product and sell in a Levi’s® Branded exhibit. At its peak, I increased the collective spend to $550,000 and booth size to 3000 sq ft. Alas - the Levi’s® Brand was again one of the top exhibitors at the show! To continue the momentum, I used skills learned in Seminar 521 – Negotiating Skills to Win to negotiate with show management securing 3000 square feet of complimentary Booth Expansion real estate to create a “show enhancing” Levi’s® Branded Lounge adjacent to our booth. I worked Old Property with our creative services team to invent and produce a brand immersion experience and the concept was repeated twice creating three unique brand experiences as follows: • “Big Sur” Hospitality Lounge – comfortable and invigorating furniture, music, and images • “Silver Mine” Time Capsule Lounge – applying my learning from Seminar 312 - Realizing Your Public Relations Potential this lounge included presentations by LS&Co.’s own Historian showcasing some of the world’s oldest jeans, many of which were found in Nevada mines. • “Dry Goods” Educational Lounge – which educated guests on the history and current uses of the core ingredients that make our jeans (i.e., origins of indigo dye, cotton, metals) and also included education on our terms of engagement with factories around the world. Big Sur Silver Mine Dry Goods CTSM Portfolio / Michael Mecham Page 13
Page 1 and 2: CTSM Portfolio / Michael Mecham Pag
Page 3 and 4: After nearly disappearing from the
Page 5 and 6: • Managed procurement and service
Page 7 and 8: These brands and sub-brands compris
Page 9 and 10: Show Schedule The US Levi’s® Bra
Page 11: Shortly after this vendor transitio
Page 15 and 16: Admittedly, total marketing integra
Page 17 and 18: LS&Co. brands have been exhibiting
Page 19 and 20: Next steps for the commercial brand
Page 21 and 22: 0.0 INTRODUCTION This Request for P
Page 23 and 24: 6. Sample Timelines / Production sc
Page 25 and 26: 5.6 Destination Management If you h
Page 27 and 28: * Buyer retains the right to perfor
Page 29 and 30: acceptance or written confirmation
Page 31 and 32: MAGIC Marketplace Sample Budget Bud
Page 33 and 34: RETURN ON OBJECTIVES SUMMARY Object
Page 35 and 36: August 2007 Show Objectives Followi

CTSM Portfolio / Michael Mecham Page 1

Create successful ePaper yourself

Delete template?

Save as template?