CTSM Portfolio / Michael Mecham Page 1

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
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