NHPA Sales Team Overview and Media Strategy

Flashcards covering the organizational identity, media brands, sales positioning, and core products of the North American Hardware and Paint Association (NHPA).

What is NHPA’s sales team main objective?

Drive print & digital ad revenue by aligning messaging, sharpening sales skills, & improving close rates.

Why is this job so important?

Media is the core revenue driver.

Who is NHPA?

NHPA is a 125+ year-old nonprofit trade association built by independent retailers for independent retailers.

How are we positioning the association?

We are the authority.

What do we exist to help retailers do?

Improve operations

Increase profitability

Navigate industry challenges

Ultimately serve & strengthen the independent channel

What makes NHPA different?

We are retailer led

We serve 40,000+ independent home improvement storefronts

We are a trusted, unbiased voice in the industry

We have the trust of retailers

We don’t just reach the industry, we are part of it

How is NHPA deeply imbedded in the channel?

Training & education programs

Research & benchmarking tools

Industry events like the IHI Conference

What are our brands?

Hardware Retailing

Paint & Decorating Retailer

Hardware Connection

What are our main key points to align on?

Only audited publication in the channel (HR only)

Direct access to decision-makers across 40,000+ storefronts

Trusted non-biased industry voice

Multi-channel reach via print & digital

What makes our media valuable?

Targeted access

Credibility

Engagement in a trusted environment

Why do vendors benefit from advertising with us?

We don’t sell ads we sell access

We influence & give credibility in the independent channel

How do we position print to retailers?

Credibility builder

Brand legitimacy

Long shelf life & pass-along readership

Company’s that are serious about their brand recognition utilize our print

How do we position digital to retailers?

Repetition & visibility

Keeps their brand on the top of consumers minds

More trackable and measurable

Reinforces print investment

What is the power of combining our print and digital advertising?

Print = Trust

Digital = Frequency

Together = Impact

What are our core media products?

Print ads (Full-Page & half-Page)

Advertorials

Sponsored newsletter ads

Website display ads

Retargeting campaigns

Product features (New Products & Hot Products)

TED emails

What are the 2 go-to packages?

HR spring visibility package

HR digital impact package

What is the HR spring visibility package & its cost?

½ Page ad in the May print issue

Hot product newsletter feature

Digital retargeting ad campaign

Featured product section listing

Cost: $4,995

What is the HR digital impact package & its cost?

Industry newsletter banner ad

Website leaderboard banner ad

Digital retargeting ad campaign

Sponsored social media posts

Cost: $2,995

What are some of our core statements?

• “We help you stay in front of independent retailers making buying decisions.”

• “This isn’t just awareness, it’s positioning your brand where retailers look for solutions.”

• “Our audience is highly targeted—these are the decision-makers you want to reach.”

• “We help vendors reach decision-makers across 40,000+ independent retailers.”

• “Hardware Retailing is the only audited publication in the channel.”

• “Print builds credibility—digital keeps you top-of-mind.”

• “We keep your brand in front of retailers between buying cycles.”

What is our consistent “Simple talk track framework”?

1. Who we are (NHPA credibility)

2. Who we reach (decision-makers)

3. Why it matters (trusted environment)

4. What we offer (print + digital)

5. Why it works (credibility + frequency)

6. Call to action (ask for the sale)

What are the most common media objections?

1. “We don’t have the budget”
Response:

“Totally understand—how are you currently allocating your marketing budget to reach independent retailers?”

2. “We need ROI”
Response:

“Absolutely—what does ROI look like for you? Is it brand awareness, leads or retailer engagement?”

Who are our core group members?

Orgill

Do it Best

True Value

Ace Hardware

What is NHPA’s mission statement?

Help independent home improvement retailers, regardless of affiliation, become better and profitable retailers

Who does NHPA serve?

NHPA serves all independent home improvement retailers in the U.S. and Canada (40k +)

NHPA hosts 14+ events including conferences, roundtables, & more

55,000 total subscribers (33,000 print & 22,00 digital)

Who are NHPA’s top competitors?

LBM Journal

HBSD