01
Traffic
Who showed up versus a normal day.
Pilot test structure
Start in a handful of markets. Same brief. Same event architecture.
Your trusted local student-athletes. Score the same four things, adjusted to the channel. If the math holds, you repeat it.
How a pilot works
Five-to-ten markets become 100+ without inventing a new idea.
A brand takes the same structure to every market, featuring its own local NIL athletes. You do not redesign the event because the city changed.
Associates can run the day. The score sheet is the same four numbers your team already understands: traffic, capture, same-day sales, and what happens after.
If the math holds, you scale it. You do not redesign it.
The score sheet
Four things. Adjusted to the channel.
02
First-hand data capture
Rewards, QR, offer, or list.
03
Same-day sales
Units and revenue versus baseline.
04
After the event
Return visits, redemptions, or follow-up orders in your window. Seven, 14, or 30 days. Whatever your system already tracks.