CTSM Portfolio / Michael Mecham Page 1

As I learned from Seminar 10806 – How to Measure the Value of Trade Shows, the starting point for any trade
show activity is the development of clear, measurable objectives as they drive the entire decision making and can
help justify or grow investment. Likewise, in the business of fashion there is an emphasis on “what’s in style” so
brand perception is as important to a show’s success as retrieving leads and revenue. I applied skills learned from
Seminar 31106 - How to Grow Your Brand: Incorporating Brand Marketing in your Exhibit Programs to develop both
qualitative and quantitative objectives as listed below - each of which are tied to a Levi’s® Brand “profitable growth
strategy”:
QUANTITATIVE
“Grow Beyond Jeans”
- Create an efficient buying opportunity for existing customers to order licensed products.
- Meet with 6 top / key customers to present the seasonal offering and secure orders for licensed products.
- Retrieve at least 50 viable new leads for new customers interested in tops and accessories.
“Maximize current Levi’s® Franchise”
- Meet with top 6 top commercial customers to align and discuss new opportunities from orders placed as January
NY Market Week Meetings.
- Meet with 200 Sales Center customers to sell in the seasonal offering efficiently capturing at least $6 million in
total revenue.
“Grow Premium Franchise”
- Meet with 25 existing retailers to sell in the seasonal offering effectively capturing orders for at least 25,000 units.
- Retrieve at least 25 new leads for premium and super premium retailers
“Be Famous for Fit and be the Jeanswear lifestyle for Women and 15-25 year old Men”
- Retrieve 10,000 ++ impressions that articulate Fit Range for Women’ and Men age 15-25
- Retrieve at least 50 new leads for leading / hip hop retailers
- Increase women’s small customer appointment list by 10% per show
- Option meetings with top 6 top commercial customers to discuss new opportunities
QUALITATIVE
“Grow Beyond Jeans”
- Demonstrate that we are a “lifestyle” brand by full integration of licensed products (tops, shoes, accessories) in
all displays, graphics, presentations and special events (lobby fashion show).
“Maximize current Levi’s® Franchise”
- Build brand equity and perception for current customers by creating a meaningful brand experience inside and
outside the booth.
- Economize the appointment process to make it easy for customers to shop.
“Grow Premium Franchise”
- Build brand equity and interest by locating the premium brands in a super premium environment.
- Create a premium environment that enhances the buyer experience for current customers.
“Be Famous for Fit and be the Jeanswear lifestyle for Women and 15-25 yr old Men”
- Fully integrated fit range presentation in displays, fashion show, grand lobby, and special events. Focus on
positioning the brand to reach more women’s and younger guy’s customers/retailers.
The employment of these specific goals and objectives has not only justified but also grown the Levi’s® Brand
presence at MAGIC. An overview of this growth process will be covered in Section IV.
CTSM Portfolio / Michael Mecham
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