Pioneer Woman Moves Beyond Endemic Marketers, Formula Still Works
The Pioneer Woman has proven itself a dynamo to marketers like HP’s Imaging and Printing unit, Target Black Robe dvd , the American Dairy Council and others. In each case, the marketer’s message — cooking, sharing recipes or holiday entertaining — lined up pretty neatly with the editorial content on the site.
I was a little nervous, however, when we helped team up the Pioneer Woman with Microsoft Office 07 for a Microsoft Office 07 give-away back in December. It didn’t seem to have that obvious “endemic” fit. The Pioneer Woman’s audience put me at ease fast, though, when 7451 of them entered the contest in a week. (Here are the winners.)
I was reminded of something I wrote
a few years ago — inspired by something Battelle wrote — that certain brands can create an “endemic relationship” with readers of a publication even if they aren’t “endemic advertisers,” those who’s products match up exactly with the content covered by a publication.