6683

econsultancy_xml

With the dolls retailing at £20, that could have delivered an immediate boost for the business, alongside the £35,000 <a href="http://www.bbc.co.uk/dragonsden/series5/episode2.shtml">invested by Deborah Meaden</a> (in return for 45% of the company). Having retailer agreements in place was also a good plan – Robin says <a href="http://www.iwantoneofthose.com/toys-games/cool-science/youdoo-doll/index.html">I Want One of Those</a> was the largest recipient of traffic, not the company’s homepage. He adds that another issue Sarah seemed to anticipate was <a href="http://www.google.co.uk/search?hl=en&q=yoodoo+doll&meta=">misspellings of searches</a>: <blockquote> “<a href="http://www.youdoodoll.co.uk/php/index.php">Youdoo</a> is a catchy name, but also open to potential misspellings. We ran a search term analysis on a number of these, and... they all saw a significant increase in search volume following the show.” </blockquote> As Robin says, those figures provide another great example of how offline media coverage and ads can influence online behaviour. Related research: <a href="http://econsultancy.com/reports/search-engine-marketing-buyer-s-guide-2007">Search Engine Marketing Buyers’ Guide 2007</a> Related posts: <a href="/blog/1088-using-search-to-measure-offline-success">Using search to measure offline success</a> <a href="/blog/1657-offline-ads-influence-two-in-three-searchers">Offline ads influence two in three searchers</a> <a href="/blog/1863-affiliates-bag-dragons-den-funding">Affiliates bag Dragons’ Den funding</a>

<FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>With the dolls retailing at £20, that could have delivered an immediate boost for the business, alongside the £35,000 <Link URL="http://www.bbc.co.uk/dragonsden/series5/episode2.shtml" Window="Self">invested by Deborah Meaden</Link> (in return for 45% of the company). </Paragraph> <Paragraph>Having retailer agreements in place was also a good plan – Robin says <Link URL="http://www.iwantoneofthose.com/toys-games/cool-science/youdoo-doll/index.html" Window="Self">I Want One of Those</Link> was the largest recipient of traffic, not the company’s homepage. </Paragraph> <Paragraph>He adds that another issue Sarah seemed to anticipate was <Link URL="http://www.google.co.uk/search?hl=en&q=yoodoo+doll&meta=" Window="Self">misspellings of searches</Link>:</Paragraph> <Block> <Paragraph> <Quote>“<Link URL="http://www.youdoodoll.co.uk/php/index.php" Window="Self">Youdoo</Link> is a catchy name, but also open to potential misspellings. We ran a search term analysis on a number of these, and... they all saw a significant increase in search volume following the show.”</Quote> </Paragraph> </Block> <Paragraph>As Robin says, those figures provide another great example of how offline media coverage and ads can influence online behaviour.</Paragraph> <Paragraph> <Emphasis>Related research:</Emphasis> <LineBreak /> <Link URL="http://econsultancy.com/reports/search-engine-marketing-buyer-s-guide-2007" Window="Self">Search Engine Marketing Buyers’ Guide 2007</Link> </Paragraph> <Paragraph> <Emphasis>Related posts:</Emphasis> <LineBreak /> <Link URL="/blog/1088-using-search-to-measure-offline-success" Window="Self">Using search to measure offline success</Link> <LineBreak /> <Link URL="/blog/1657-offline-ads-influence-two-in-three-searchers" Window="Self">Offline ads influence two in three searchers</Link> <LineBreak /> <Link URL="/blog/1863-affiliates-bag-dragons-den-funding" Window="Self">Affiliates bag Dragons’ Den funding</Link> </Paragraph> </FormattedContent>

2007-11-02T11:23:00+00:00

econsultancy_xml

Hitwise’s Robin Goad has published a few interesting thoughts on the overall ‘Dragons’ Den effect’ – the sales and publicity entrepreneurs can generate from the show, ignoring whether they get funding or not. Taking the example of Sarah Lu’s Youdoo Doll, featured a couple of weeks ago, Robin says traffic to the company’s homepage peaked the day after the programme was aired (although Robin hasn't released any absolute numbers). He says a lot of visitors weren’t just there out of curiousity – almost half (48%) went on to Google Checkout after leaving the site, “presumably to make, or at least contemplate, a purchase”.

<FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>Hitwise’s Robin Goad has published a few interesting thoughts on the overall ‘Dragons’ Den effect’ – the sales and publicity entrepreneurs can generate from the show, ignoring whether they get funding or not.</Emphasis> </Paragraph> <Paragraph>Taking the example of Sarah Lu’s Youdoo Doll, featured a couple of weeks ago, Robin says traffic to the company’s homepage peaked the day after the programme was aired (although Robin hasn't released any absolute numbers).</Paragraph> <Paragraph>He says a lot of visitors weren’t just there out of curiousity – almost half (48%) went on to Google Checkout after leaving the site, <Quote>“presumably to make, or at least contemplate, a purchase”</Quote>.</Paragraph> </FormattedContent>

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Econsultancy has published an <a href="http://econsultancy.com/reports/online-advertising-networks-buyers-guide">Online Advertising Networks Buyer's Guide</a> which contains an examination of this marketplace and profiles of 23 leading networks. We have also produced an <a href="http://econsultancy.com/reports/online-advertising-survey">Online Advertising Survey</a>, based on a survey of advertisers and agencies. For more stats and charts, see also our <a href="http://econsultancy.com/reports/internet-advertising-statistics">Online Advertising Statistics compendium</a>.

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Hitwise looks at the Dragons' Den effect false

2007-11-02T11:50:00+00:00

hitwise-looks-at-the-dragons-den-effect

2009-04-28T23:00:49+01:00

2009-10-13T09:23:46+01:00

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