CTSM Portfolio / Michael Mecham Page 1

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
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