ROI Model (Pop-up)
Also known as: activation ROI, experiential ROI
A framework for measuring pop-up returns across direct sales, earned media, list growth, and post-event halo. Reflects brand goals and CFO expectations.
Full Definition
A solid pop-up ROI model looks beyond same-day takings. It captures direct response (sales, signups), earned media (UGC reach, press), acquisition (vouchers redeemed, CPA), and the halo effect (nearby retail lift and branded search spikes in the days after). Benchmarks help: sample→purchase conversion within 7–30 days, cost-per-lead, and a blended media value for UGC impressions. Advanced models add attribution windows and control areas to quantify incremental impact, not just activity.
Why It Matters
Budgets follow proof. A clear ROI model makes experiential as accountable as paid social, enabling repeat investment and smarter venue selection.
How Negotiables Uses This
Negotiables packages measurement via a standard ROI summary (included) and an optional advanced study. We report on-site actions (QR scans, redemptions, signups) plus post-activation trends (brand search, UGC reach) and local lift. This is designed to be read in minutes by a budget holder.
Real-World Examples
Coffee trail: 1,200 samples, 180 scans, 45 redemptions → trackable £ revenue + retailer lift within 30 days.
Beauty bar: 300 trials → 80 email opt-ins, 40K UGC reach → £-equivalent media value supports the business case.
Frequently Asked Questions
What’s a good ROI for pop-ups?
Direct-response 3:1 is a common bar; 5:1+ when including halo and earned media value. Sampling often converts 10–15% within 30 days.
How long should I track after?
7 days for immediate impact; 30 days to capture halo. Extend to 60–90 for launches or new market entry.
Can I do this without codes?
Partially. Use footfall counters, UGC tracking, and pre/post search checks. For precise attribution, add unique QR/voucher codes.
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Ready to Put This Into Practice?
Plan a measurable pop-up activation with Negotiables.