CTSM Portfolio / Michael Mecham Page 1

LS&Co. brands have been exhibiting at MAGIC since the mid 1900s and partnership with this key show has
become important to our success operationally. It provides a great opportunity to demonstrate brand prominence in
the marketplace while efficiently meeting with a multitude of buyers.
However, due in part to a post 9/11 economy shift, and an emphasis on cost containment, this partnership now
requires a documented return on investment analysis in order to justify an annual spend of $760,000. Toward this
end, I developed and implemented an annual Return on Investment (ROI) and Return on Objectives (ROO) process
in early 2006 to measure and report the qualitative and quantitative benefits of exhibiting at MAGIC.
Methodology
I learned from Seminar 212V – Justify Your Program With Post Show Reporting - that all results are measured
against clearly defined goals and objectives. This required a comprehensive understanding of the US Levi’s®
Brand objectives. The chart below lists shows objectives at MAGIC, each of which are tied to a larger brand growth
strategy and include alignment from top-management.
Brand
Goal / Objective
Red Tab
1. Upgrade the Red Tab exhibit and overall brand experience
2. Create conducive and inspiring meeting environments for management meetings with Top Levi’s® Wholesale Customers
Red Tab / Sales Center
3. Continue to make it easy for Sales Center Customers to buy Levi’s® Jeans
4. Grow new account inquiries
Red Tab / Licensing
5. Continue to make it easy for Wholesale Customers to buy Levi’s® licensed products at MAGIC
6. Continue to integrate licensed product offering into customer experience
Levi’s Capital E®
7. Make it easy for premium/specialty customers to buy Levi’s® Cap E, Levi’s® Vintage Clothing, & Little Levi’s® Vintage.
Sponsorships
8. Drive brand equity and consumption by optimizing brand exposure at the show
9. Build relationships with Sales Center Customers via exclusive reception
I also learned from Seminar 10806 – How To Measure The Value of Trade Shows that I needed to identify and
quantify the main sources of value. including: 1. Revenue by division, 2. Cost avoidance - or expenses displaced
should we not exhibit, and 3. Promotional value. Each of these sources comprehensively represent the total value
for presenting at a key show like MAGIC.
After rolling up the total show costs, including other team and licensee affiliate travel expenses, post show statistical
information was gathered and input into the report.
Results
The good news is that we net a return of $13 to $19 for every $1 spent on participating in MAGIC. With the
strategic goals and objectives in place, the Levi’s® Brand was rebuilt to a larger literal and perceptual size at
CTSM Portfolio / Michael Mecham
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