CTSM Portfolio / Michael Mecham Page 1

More documents

Recommendations

Info

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 Page 8
Show Schedule The US Levi’s® Brand Wholesale division participates, or has participated in, the following industry shows: Seasons Shows by Channel Location My Involvement Fall Jan – Mar Holiday* March Spring June – Sept Summer* November *related shows Commercial *NY Market Week ASR WESA Mid-States Wheat Belt World Shoe Show MAGIC Tractor Supply AAFES (Military) Veterans Premium *LA Market Week Project Show NY Project Show LV Coterie *Children’s Club New York City San Diego Denver Minneapolis St. Louis Las Vegas Las Vegas Kansas City Dallas Varied Los Angeles New York City Las Vegas New York City New York City Coordinate set up of 6 Custom Branded Showrooms Coordinate a 20X20 custom exhibit and sponsorship event Oversee 10X10 in-line display Manage 20X20 custom exhibit and sponsorship event Oversee 10X10 in-line display Leverage exhibit/display work to Licensee partner Manage 30X100 custom/double-deck exhibit, 14 showrooms Oversee 10X10 in-line display Oversee 10X10 in-line display Coordinate incremental needs, oversee spend Coordinate incremental needs for existing showroom Manage 10X30 in-line exhibit Manage 20X20 in-line exhibit Managed 10X20 in-line exhibit Managed 10X20 in-line exhibit Note that there are two key selling apparel selling seasons: Spring and Fall. As such, all trade shows listed above are semi-annual and some occur four (4) times per year (for Holiday and Summer seasons). MAGIC, which is twice a year for Spring and Fall, has included the following key deliverables: Commercial - 30 X 100 custom exhibit with 12 showrooms, 2 lounges, 3 staff areas, 4 upper decks totaling as much as 4210 square feet - 30 X 100 custom branded sponsorship lounge - Customer Appreciation Events for up to 250 guests - Manage event sponsorships including marketing and special events Premium - 30 X 50 custom exhibit with 5 showrooms, 1 lounge, and 1 staff area - Sponsorship in Evening Event for product launch for nearly 200 guests The trade show schedule for the Levi’s® Brand is a challenging one. Seminar 20206 – Basic Project Management and Reporting Skills helped me create a better process to initiate, plan, execute, control, and close each trade show through organization leadership. Likewise, the application of the 9 knowledge areas for Project Management has helped me economize work processes while protecting the business (i.e., risk aversion, cost avoidance, resource management). The next section will demonstrate these skills as applied to exhibit production, management, and design. CTSM Portfolio / Michael Mecham Page 9
Page 1 and 2: CTSM Portfolio / Michael Mecham Pag
Page 3 and 4: After nearly disappearing from the
Page 5 and 6: • Managed procurement and service
Page 7: These brands and sub-brands compris
Page 11 and 12: Shortly after this vendor transitio
Page 13 and 14: Now that the premium brands had a n
Page 15 and 16: Admittedly, total marketing integra
Page 17 and 18: LS&Co. brands have been exhibiting
Page 19 and 20: Next steps for the commercial brand
Page 21 and 22: 0.0 INTRODUCTION This Request for P
Page 23 and 24: 6. Sample Timelines / Production sc
Page 25 and 26: 5.6 Destination Management If you h
Page 27 and 28: * Buyer retains the right to perfor
Page 29 and 30: acceptance or written confirmation
Page 31 and 32: MAGIC Marketplace Sample Budget Bud
Page 33 and 34: RETURN ON OBJECTIVES SUMMARY Object
Page 35 and 36: August 2007 Show Objectives Followi

CTSM Portfolio / Michael Mecham Page 1

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?