CTSM Portfolio / Michael Mecham Page 1

Next steps for the commercial brands at MAGIC is to continue to build upon current successes but continually
improve overall functionality and aesthetics. In an ongoing effort to remain an important player at MAGIC, I am
sponsoring the recommendation to move from the more moderate Casual Category to a more leading Category.
My hypothesis is that such a location would generate more “leading” (i.e., premium, urban, hip-hop retailer) traffic to
our exhibit as well as enhance the overall perception of the brands position in the industry. This effort also delivers
on a core brand strategy to be youthful, sexy, and innovative. I am however tempering my recommendation with
new initiatives and merchandising shifts currently happening within each category. After three years of relentlessly
position our brand on the show floor with our top tier competitors, I have finally succeeded and the February 2008
show will have us in the Designer/Contemporary category, next to Lucky, Calvin Kelin, etc.
Licensees partnerships at MAGIC have evolved significantly over the last few years. While the brand develops
itself as a lifestyle brand with new licensed branded products ranging from home décor to luggage or iHome
electronics, the exhibit needs to drive the right traffic accordingly. As such, I am evolving from dedicated licensing
showrooms to a more integrated approach, where affiliates pay the same amount but rather get air time in the key
men’s, women’s, and kids rooms. This streamlines the buying process for customers.
The brands are now aligned at the right shows and in the right categories. Next, the company has authorized a
capital expenditure for a new premium brand exhibit. Provided all stakeholders and resources align, we will launch
a new exhibit at the February 2008 Project Show. Toward this end, I expect to partner with our Creative Services
teams to create and then source a simple, organic, and elegant concept that will economically upgrade the premium
brand exhibit displays and enhance overall functionality.
EXHIBITOR Learnings
As mentioned throughout this portfolio, I have applied learnings from the CTSM curriculum at every level in my dayto-day
management of events and tradeshows for the Levi’s® Brand. In turn, the organization has benefited in
many ways, including:
Budgeting – strategic financial planning competitive with industry averages by line item
Space Planning – efficient use of costly trade show real estate
Risk Management and Legal Protection – contract management and insurance
Event Planning – customer event management integrated with trade show marketing activities
Brand Management – integrated marketing to reposition the brand as the apparel market share leader
Return on Investment Analysis – rigorous analysis to justify and grow investment
I appreciate the industry education, experience, and networking that pursuing my CTSM brings. I have benefited
from the elective learnings and believe they have made me a better communicator, leader, and trade show
marketer. I have used learnings from Seminar 82304 – Communicating with Others: Essential for Success to
facility the right dialogue with internal stakeholders and vendors alike. Finally, my learnings from Seminar 82405 -
Preparing, Developing and Submitting a Quality CTSM Portfolio have indeed been useful in preparing this portfolio.
The Levi’s® Brand has benefited qualitatively and quantitatively from my education and I would recommend that all
trade show managers engage in and apply the curriculum to its fullest extent in an effort to justify and grow trade
show participation with improved decision making.
CTSM Portfolio / Michael Mecham
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