CTSM Portfolio / Michael Mecham Page 1

After nearly disappearing from the apparel industry’s most important trade show in 2002 due to change in executive
leadership, brand direction, post 9/11 economy shifts, and financial investment decreases, the Levi’s® Brand is now
on the rise and quickly becoming one of the top exhibitors. It has been exciting to apply my learnings from the
Certified Trade Show Marketer (CTSM) curriculum to facilitate this reemergence. This portfolio will overview the
background, history, strategies, and tactics used to get the Levi’s® Brand to demonstrate its rightful prominence in
the industry via the trade show floor.
It will begin in Section II with an overview of my professional experience and special achievements as an event and
trade show manager for Levi Strauss & Co., (LS&Co.). As the largest apparel company in the world, LS&Co. is
faced with great challenges to protect and grow its market share. The second part of Section II will outline the
company’s history, brand portfolio, strategic growth initiatives, distribution channels, and the competition. All of
which will also provide a solid backdrop for which the important application of my learnings from the CTSM
curriculum will be demonstrated.
While LS&Co. has been exhibiting at various trade shows around the world for decades, the remainder of this
portfolio will focus on the world’s most important men’s apparel event: called M.A.G.I.C. (Men’s Apparel Guild in
California). Section III will begin with a review of show objectives for the Levi’s® Brand at MAGIC and will include
qualitative and quantitative targets followed by an overview of all US trade events that the brand has participated in
regularly.
Section IV will provide a brief history of exhibit management, a demonstration of the Request for Proposal
processes, and finally a review of the award winning approach taken to establish and implement growth objectives
for the Levi’s® Brand at MAGIC geared to streamline, economize, and most importantly upgrade participation. This
section will also illustrate how an exhibit can be brought to life from concept to creation in a relatively short
timeframe while beating industry cost per square foot averages. All accomplished through collaborative and
organizational leadership.
Because trade show exhibits are essentially 3-dimensional marketing tools, Section V will review the strategic
approach to integrate marketing across all platforms to deliver a consistent and deliberate brand message. This
includes pre, at, and post show activities such as direct mail, customer events, exhibit graphics, celebrity
appearances, and post show consumer marketing – all demonstrating the importance of focus in this area.
Section VI will highlight post show reporting used to justify, grow, and improve decision making participation at
MAGIC along with an in depth look at the approach used to gather and report qualitative and quantitative
information as it relates to the show objectives.
Finally, Section VII will summarize key learnings from the CTSM certification process and provide an overview on
how they have positively affected Levi Strauss & Co.
CTSM Portfolio / Michael Mecham
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