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.

Pioneer Woman masthead

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.

  1. # Asha Dornfest {Parent Hacks} said: January 19th, 2009 at 12:06 pm

    The success of the various campaigns on Pioneer Woman has everything to do with the incredible relationship Ree’s developed with her readership. No matter what she does, her site is filled with honesty, humor and “keepin’ it real,” and her audience trusts her because of it. Ree deserves every credit! These marketers are fortunate to be able to work with her.

  2. # Chas said: January 19th, 2009 at 3:03 pm

    Asha–

    Of course the same can be & is said of marketers who get the opportunity to work with you! I couldn’t agree more on the “keepin’ it real.” Ree’s transparency is part of her secret. Here’s how she introduced her readers to the Microsoft give-away:

    “*This is a sponsored giveaway.* The reason I point this out so vociferously (can you be vociferous via the written word?) is, for almost all of my contests and giveaways, I provide the prizes myself. But when I don’t — when a company provides the prizes for one of my contests — I promise I’ll tell you about it, okay? Okay.”

  3. # Rechelle said: March 24th, 2011 at 8:24 pm

    Are you people smoking crack cocaine? Ree has an ‘honest’ relationship with her readers? What you mean is she has collected an audience of mindless zombies who believe anything she tells them and there is nothing ‘honest’ about writing about products and failing to mention that you are involved in an endemic relationship with the manufacturer of said product. In fact, this is the height of DISHONESTY. She is a fake though and through and she knows it and that is why everything she writes reeks of anti-depressant overload if not outright booze binge.

Leave a Reply