I last wrote about Curie Bod in March 2022, as I tracked their sales in real-time as they aired on Shark Tank. I wanted to see what the Shark Tank bump looked like for a DTC company.
In the 7 days leading up to the airing, Curie was averaging about 19 orders a day. 10 hours after they aired on Shark Tank, they had received over 3600 orders. And within 3 days after their airing, they received in total just over 7500 orders.
With an average order value of $35, Curie went from generating about $665 in sales per day to doing over $260K in sales in 3 days after their airing.
However, the question remained, would Curie Bod keep up their elevated sales or would their sales return to pre-Shark Tank levels?
Post Shark Tank Sales
Nearly a month after their Shark Tank airing, Curie had received a total of 10,500 orders. However, sales quickly died down.
In April, they received about 3,900 orders (approximately 130 orders per day).
In May, they received about 3,800 orders (approximately 123 orders per day).
In June, July, and through today, Curie received just over 8,000 orders. That is an average of 97 orders per day.
However, Curie was featured on a re-run of Shark Tank in July:
Curie Bod Search Traffic
I have long seen a correlation between search traffic, website traffic, and sales (I know this is not rocket science but it’s nice to see it be proven out).
Here is the number of times per month Curie Bod was searched on Google:
The first spike in searches follows immediately after their initial airing, and the second spike is in July following their re-run.
Sales volume for Curie did drop off significantly after their first initial burst. However, they did not return back to their pre-Shark Tank airing levels.
Curie has one major positive going for them. The nature of their product lends to repeat purchases. No doubt Curie was able to grow their email list from the burst of sales they got from their first airing. They are able to use their email marketing to get customers to come back and buy again after they have purchased. Other brands may have a more one-and-done type of purchase results after airing on Shark Tank.
Curie most likely will be re-aired on Shark Tank a few times over the next year. Each time, I expect to see a bump in traffic and sales. However, not to the first airing level.
One More Additional Thought
The founder of Currie Bod, Sarah Moret, tweeted out this question:
I am torn on this. I tend to agree with her follow-up to the question. In previous companies that I ran, I tried running ads targeting my competitor’s name (just don’t use their name in the ad), and we had little success with these ads. On the other side, I can see competitor ads working that compare your product to their product.
The thought has always been you must bid on your brand name as a defense strategy to make sure no one else comes up before your name if your brand name is searched. But I feel you are just wasting ad money with this, the vast majority of your customers would have clicked on the organic link rather than the paid link.
What are your thoughts?