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”.
With the dolls retailing at £20, that could have delivered an immediate boost for the business, alongside the £35,000 invested by Deborah Meaden (in return for 45% of the company).
Having retailer agreements in place was also a good plan – Robin says I Want One of Those was the largest recipient of traffic, not the company’s homepage.
He adds that another issue Sarah seemed to anticipate was misspellings of searches:
“Youdoo 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.”
As Robin says, those figures provide another great example of how offline media coverage and ads can influence online behaviour.
Search Engine Marketing Buyers’ Guide 2007