Partner marketing is how eHow builds its franchise, says Kristin Sager, VP-marketing of the not yet 1-year-old upstart that offers "how to's" on more than 5,000 topics.
Relationships with power brands including American Express Corp., Frito-Lay, General Electric Co. and Eastman Kodak Co. have built awareness for the company, which attracted 1 million unique visitors three months after its August launch.
At 33, Ms. Sager understands the power of partnerships. She started as a partner of eHow founder Courtney Rosen in an entrepreneurial class at UCLA's Anderson School of Management.
Ms. Rosen contacted Ms. Sager, who was then a marketing associate helping resuscitate Nestle USA's Quik, to join her in launching a Web start-up.
"We are one of the first to tap into contextual commerce -- the idea of using content and context as a prelude to consumer commerce," says Ms. Sager. "Because we reach consumers earlier on in the purchase decision, we are usually an attractive partner for marketers."
In addition to cherry-picking marketing opportunities, including advertising in United Airlines' jetways or renting a San Francisco storefront to perform live eHow demos, eHow has also used traditional advertising via agency Arnold Ingalls Moranville, San Francisco.
Relying mainly on out-of-home and radio advertising, eHow's campaign carries the tagline, "How things get done."