CTSM Portfolio / Michael Mecham Page 1

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With the booth expansion and sponsored lounge, the Levi’s brand reemerged as one of the top 10 exhibitors at MAGIC, as reported by the apparel industry periodical DNR. All was accomplished by creatively and strategically leveraging licensing and show management partnerships. The total spend remained unchanged but the brands’ total foot square footage grew from 1500 sq ft on the show floor to over 7000 sq ft. A sample budget management template can be found in Appendix C (page 32). The exhibit has evolved and we have added more containers and stair cases to create a consistent look. We have reorganized the set up several times and now leverage work done by our creative services teams for owned and operated Levi’s® Stores for the aesthetics thus creating rich, premium atmospheres for the commercial brand properties as show below. Front Left – “Fit Range” Men’s and Misses Story Front Right – current print campaign Front Desk – “legends wall” graphics Back Right – “Men’s 501® Finish Range” mannequins CTSM Portfolio / Michael Mecham Page 14
Admittedly, total marketing integration has not been a core competency brand wide until more recently. With a brand as old and big as the Levi’s® brand, there is a long history of imagery and brand positioning to draw from. Also, with Consumer, Customer, Mass, Internet, and Retail Marketing Teams working autonomously - a lack of complete integration has been evident. Thankfully, all forms of marketing have more recently become integrated and consistent. Marketing Strategies After attending Seminar 31504 – Integrated Promotional Programs, I took the challenge to fully integrate pre/at/post show marketing activities and the overall brand experience at key shows to drive the right traffic thus increasing viable new leads, and elevate buyer and competitor perceptions of the brand. Below is a comprehensive summary of strategies and their respective benefits and results that either are or have been used at key shows like MAGIC. MEDIA SELECTION Pre-Show Direct Mailer Show Program / Newsletter Large Exterior Graphics Video Messaging Event Sponsorship STRATEGY & VALUE Impressions: first impression /teaser, single impressions to 400 ct. Net Target: strategic customers, potential customers Format: large, color, double sided postcard Content: brand lifestyle image on the front, invite info on back Desired Action: excite buyers to visit our exhibit and attend exclusive event Impressions: up to 96,000 ct. Gross Target: all show attendees Net Target: existing and potential buyers Format: single page, color ad Content: brand lifestyle image, key product message, booth location Desired Action: create product awareness to generate exhibit traffic Impressions: up to 22,230 ct. based on traffic density estimation Gross Target: all show attendees who pass the exhibit Net Target: existing and potential buyers Format: currently [4 ct. 10’X3’] but have been [10 ct . 6’X6’] and [4 ct. 20’X20’] Content: brand lifestyle image, product image Desired Action: create engaging brand recognition Impressions: up to 11,115 ct. based on traffic density estimation Gross Target: all show attendees who pass the exhibit Net Target: existing and potential buyers Format: DVD loop on booth interior or exterior flat screen TV monitors Content: either current commercials or brand heritage messaging Desired Action: create product appeal with conversions to show Impressions: up to 4,000 ct. based on level of sponsorship and location Gross Target: all event attendees and venue traffic Net Target: existing and potential buyers Format: large format event signage up to 6’ X 10’ Content: brand lifestyle imaging Desired Action: create brand recognition and loyalty CTSM Portfolio / Michael Mecham Page 15
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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 and 12: Shortly after this vendor transitio
Page 13: Now that the premium brands had a n
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

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