Hearth & Home August 2017

The Essential Element Campaign

Earth. Air. Water. Fire. These four elements are considered integral to life, but in our industry, fire is without question the most essential of them all. Fire is the transformer, the converter of energy…and what brings our products to life. Inside, fireplaces and stoves light and heat up living rooms, bedrooms, home offices, dens, and other central spaces in a house. While outside, the warmth of fire pits, fire tables, outdoor fireplaces, and chimeneas shield family and friends from chilly air and create a cozy place to spend quality time together.

When consumers next witness the magic of fire, the Hearth, Patio & Barbecue Association (HPBA) wants our industry’s appliances to be central to that experience. The Essential Element, the new identity for HPBA’s annual hearth consumer campaign, will promote how having a hearth product is a necessity and not an option. The Essential Element concept will provide a platform for showcasing how there is a hearth product available to meet a variety of lifestyle and utilitarian needs. Below is a sneak peek of the multi-channel promotions to come from October 2017 to February 2018.

As the weather gets colder, families and friends naturally gravitate to the center and warmth of the home. In the fall and early spring, that fireplace may be inside or outside. Even during the dead of winter though, fireplaces have a special place in the hearts of consumers during holiday time and special occasions in both harsh and moderate climates alike. Join us this October in celebrating the prime place for loved ones to create memories; it’s both an inviting place to take photos and display treasured mementos.

Safety Twitter Party October 10

October is not only National Fireplace Month; it’s when consumers’ preparations for winter are in full swing, and therefore an ideal time to share safety tips. For Fire Prevention Week 2017, HPBA will be co-hosting a Twitter Party on fireplace and stove safety tips with the National Chimney Sweep Guild on October 10 from 1:00 to 2:00 pm EST. Mom Bloggers Club, a leading blog for moms, will host the event on its Twitter Channel, giving the hearth industry access to more than 23,000 additional consumers. The Twitter Party will cover the importance of annual inspections and having the chimney swept and the gas lines cleaned by professionals. Other important safety tips will also be shared, including but not limited to the need to keep flammable materials three feet away from the fireplace and staying alert for unusual gas odors or flames.

A Unified Voice, Essential to Success

HPBA’s members are an essential element to our campaign’s success. A unified industry voice will reach more consumers, and the stronger that voice is, the more likely its message will be shared with family and friends. Participating in The Essential Element will not only elevate the profile of hearth products to thousands of your customers, but also will increase exposure to participating members’ brands and stores as well. By the end of July, all HPBA members will receive ready-to-use social media graphics. On October 18, members can join HPBA in observing National Bioenergy Day to promote clean-burning wood and pellet appliances. Manufacturers will also have additional opportunities to drive organic traffic to their brands by sharing interior design tips throughout the campaign.

Not a member of HPBA? It’s not too late to join before the hearth consumer campaign starts. Together, we can leave a lasting impression that fireplaces, stoves, gas logs, and other fire features are essential elements to every home.


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 media@hpba.org. Please visit www.hpba.org to learn more.

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