How I measure
Counted, not guessed
Likes tell you a post was seen. They don't tell you who came in. Every campaign runs on five labels, so we agree what we're counting before the first post goes out.
- 5labels a campaign
- 3ways to count
- 1page a month
Five labels
The same five on every campaign. Here they are filled in for the Quiet Tuesdays concept on the home page.
-
01
Problem
What's quiet, slow or missing. In your words, with a day or a product attached.
Quiet TuesdaysTuesdays are half empty after seven.
-
02
Offer
A reason to act now. Your prices, your call.
Quiet TuesdaysTuesday supper: two courses at a set price.
-
03
Creative
What I film and make, cut for a phone.
Quiet TuesdaysOne poster post, three short videos and two stories.
-
04
Customer action
One clear thing to do, in every action post.
Quiet TuesdaysBook from the link or say “Tuesday” at the till.
-
05
Measurement
How we'll know, agreed before the first post.
Quiet TuesdaysLink taps, the code word and the table question.
Two kinds of post
Some posts ask for something now. Others make you familiar. Most weeks need both.
| Action posts | Familiarity posts | |
|---|---|---|
| Job | Ask for one thing now: book, order, come in, reply. | Make locals recognise you, trust you and remember you. |
| Examples | Tuesday supper, launch week, event night, last few tables. | The morning bake, the team's names, the room at 7am. |
| Next step | Always a link, a code word or “say this at the till”. | Sometimes a question or a poll. Never a hard sell. |
| How we'd see it | Link taps, code uses, the till question. | Replies, saves, shares and “I saw you on Instagram” over time. |
How many of each depends on the plan. One campaign a month, plus everyday posts each week on Campaign.
Three ways to count
No single one catches everything. Together they give a fair picture.
-
A table card with a sample QR code added · Context · stock photo Tracked links and QR codes
A link in your bio and a code on the table that only these posts use.
- Catches
- Taps and scans that came from social.
- Misses
- People who saw a post and walked in anyway.
-
A card payment at the counter · Context · stock photo Code words and offer codes
A word to say at the counter, only shown in these posts.
- Catches
- Sales you can tie to one campaign.
- Misses
- Anyone who forgets to say it.
-
Keeping a simple tally · Context · stock photo The till question
“How did you hear about us?” Your team ticks a sheet. It takes seconds.
- Catches
- Word of mouth that started online.
- Misses
- Busy shifts when nobody asks.
The month-end report
One page. What went out, what came back and what we'll change. Each number comes with where it came from.
Before the first post: a starting point
- Bookings on a typical quiet nightYour booking system or diarynot yet measured
- Messages and calls in a normal weekYour phone and inboxnot yet measured
- How people say they found youA week of the till questionnot yet measured
Written down once in week one, so later months have something to compare with.
Wings MediaMonth-end report
Sample layout · not real data
- Month01
- PlanCampaign
- GoalFill quiet Tuesday nights
- OfferTuesday supper
- Posts made14
- Short videos5
What came back
- Tracked link tapsnot yet measured
- “Tuesday” said at the tillnot yet measured
- “Saw you on social” at the tablenot yet measured
- Tuesday covers, bookednot yet measured
What we learned
- not yet measured
- not yet measured
- Next monthAutumn menu launch
What I control
I control
The plan, the offer we agree, the content, a clear next step in every action post, the tracking and an honest month-end report.
I don't
The weather, the roadworks outside, your prices or the algorithm. Social media helps people choose you. It can't promise they will.
Give it three months. The first one sets the starting point.
Tell me your quietest day
Tell me your quietest day or slowest seller. I send a one-page plan to fill it, then we talk it through in 20 minutes.
I reply within one working day.