Barbecue Anytime and Anywhere
Volume 22, Number 2
Barbecuing is not just for summer afternoons on a back porch or patio … but also for breakfast, a chilly late fall evening around a fire table, or even in the winter snow. The Hearth, Patio & Barbecue Association (HPBA) has a series of public education efforts to get consumers to consider barbecuing anywhere, anytime – all while giving its members more visibility. Learn more about how HPBA’s three campaigns could help your company grow its business, and how its new website is helping member companies connect with consumers.
Spotlighting Outdoor Living
To kick off peak season, HPBA’s Best Backyard Campaign features a series of consumer engagement activities to illustrate the value of backyard purchases from April to June.
In April, the Backyard Personality Quiz will recommend the ideal backyard for consumers based on responses to an online questionnaire designed with input from HPBA members to identify lifestyle preferences. Quiz content includes the topics most needed to recommend one of four backyard personalities with respect to: appliance type owned, current outdoor set up, accessories, grilling frequency, foods cooked, amount of people entertained, and future purchase plans. A consumer identified as sticking to the basics, a Backyard Beginner, will be advised to try integrating a new accessory into his or her regular grilling experience. An Outdoor Enthusiast, someone who has already started to upgrade their outdoor space, is encouraged to consider a second or third barbecue to add extra flavor to foods. Someone with a backyard that’s the envy of neighbors, a Patio Pro, is provided with the option of an outdoor kitchen. And, consumers with an ultimate backyard set up are challenged to maintain their Backyard Beast status by adding some extra flame to their outdoor space with a fire pit, fire table, chimenea, or outdoor fireplace.
Throughout May, HPBA is celebrating National Barbecue Month in style by launching the Best Backyard Photo Contest. Consumers are invited to snap photos of what makes their backyard currently extra special for a chance to win a prize. The three winners will be determined by the photos that generate the most online votes.
When the calendar flips to June and the wedding season nears its peak, HPBA will host a 7 Grills for 7 Couples contest. Up to seven member-manufactured products to enhance the grilling or smoking experience will be featured on HPBA’s website with a chance for seven lucky couples to win a prize! Aside from the 7 Grills for 7 Couples contest web page, images of these products will organically reach thousands of consumers when contest winners are announced on HPBA Barbecue social media channels.
Bringing Breakfast to Barbecue
Breakfast – or brunch – is often the one meal that families with hectic summer schedules can carve out to enjoy together. Yet, only 11% of grill owners report having used their grills or smokers for breakfast, presenting a tremendous business growth opportunity for the industry.
Now in its second year, HPBA’s Barbecue Your Breakfast initiative promotes barbecuing at least one Saturday or Sunday morning a month, especially in the summer and fall. HPBA Barbecue channels will feature select holiday breakfast recipes for media to share and consumers to explore.The campaign will be introduced right before Father’s Day to capitalize on the natural synergy of grilling and making dad feel extra special.
In July and August, consumers can participate in a breakfast recipe contest for a chance to win prizes. HPBA members were instrumental in developing the contest categories: Family Favorites, Healthy Creations, Meat Lovers, and Spectacular Sides. Barbecuing breakfast will still be buzzing right after Labor Day with Backyard Brunch Day – and hopefully extend peak season until the late fall chilly air arrives.
Grilling Doesn’t Stop With Winter
HPBA’s 2017 campaign to promote winter barbecuing has inspired consumers throughout North America. Right after New Year’s, consumers were encouraged to unleash their winter warrior and continue grilling throughout the coldest months. HPBA hosted a Super Bowl photo sweepstakes and Facebook Live events with pitmasters to provide that extra encouragement. Tips and recipes for braving the cold around the grill were also readily available on winterbarbecuing.com.
The “wintercuing” lifestyle continues to gain momentum, and no blizzard or sleet storm will stop HPBA from helping its members grow their businesses in winter 2018.
More Member Benefits on HPBA.org
Members enjoy more visibility throughout the consumer portal of the new HPBA website for outdoor living product categories at hpba.org/Product-Info/Barbecue-Outdoor-Living. There are targeted links for consumers to see who manufactures what products, along with where specialty retailers are located throughout North America. These listings are self-reported so that members can show off their product offerings in real time. Contact information and other aspects of a member company’s profile are easy to navigate.
Extra Fuel for Your Business Plan
Fuel your company’s potential to make all of your products and brands thrive. From informing the strategic direction to providing products a neutral platform on which to shine, only HPBA members receive marketing and social engagement tools for these campaigns.
Not a member? It’s not too late to join for 2017. Together, the industry can convince more consumers to invest in their best backyards and grilling experiences.
The HPBA Journal is intended to provide in-depth information to the hearth and outdoor products industries. Statements of fact and opinion are the responsibility of the authors alone and do not necessarily reflect the opinions of the officers, board, staff or members of the Hearth, Patio & Barbecue Association.
Copyright ©2017 by the Hearth, Patio & Barbecue Association. All rights reserved. Reproduction in whole or in part without written permission of the Hearth, Patio & Barbecue Association is prohibited. Direct requests for permission to use material published in the HPBA Journal to email.