Behind The Gavel
NAA's National Promotional Campaign
Behind the Gavel is the National Auction Association’s nationwide campaign to change the way the world sees auctioneers and the auction industry. For too long, public perception has been shaped by outdated stereotypes—fast-talking bid callers and dramatic gavel drops. This campaign is about breaking those clichés and showing the world the truth behind the profession: auctioneers are savvy marketers, business leaders, trusted advisors, and innovators who are driving real economic results and community impact.
Behind the Gavel is not a one-time marketing push—it’s an ongoing national movement. We are committed to a long-term effort that not only showcases the professionalism and passion of the auction industry, but also educates the public on why choosing an NAA professional matters. The auction method isn’t just another way to sell—it’s one of the most efficient, fair, and results-driven ways to buy and sell assets of all kinds. It creates urgency, drives competition, and delivers true market value—backed by the credibility and ethics of NAA members.
Campaign Goals
👉 Click each section below to learn more.
- Challenge outdated stereotypes and redefine what it means to be an auctioneer.
- Elevate awareness of the scope and sophistication of the industry.
- Celebrate the talent, diversity, and expertise of auction professionals.
- Raise public awareness of the value of choosing NAA auction professionals.
- Promote the auction method as the most transparent, competitive, and effective way to sell.
How We'll Make This Campaign Happen
- Public Awareness Push
- Digital ads, media stories, and video content targeted to buyers, sellers, and the general public.
- Campaign stories shared across social and traditional media.
- Spotlighting the value of hiring certified auction professionals over other sales methods.
- Member Toolkit
- Branded materials that highlight why NAA members are the gold standard.
- Messaging that clearly explains the advantages of the auction method—speed, transparency, competition, and results.
- Video Storytelling
- Auctioneers and their clients explaining how auctions brought success to complex or high-stakes situations.
- Testimonials from buyers and sellers who saw better outcomes because they worked with NAA professionals.
- Showcasing the Auction Team
- Real stories from the professionals behind the auction process, showing the depth and coordination behind successful sales.
- Community & Economic Impact
- Stories and stats that demonstrate how auctions support local economies, fund nonprofits, and solve real-world challenges.
- Education & Training
- Helping members articulate why they’re the best choice for clients, and why the auction method often outperforms private treaty sales or traditional listings.
- Strategic Partnerships
- Collaborating with industries that benefit from auctions to create cross-promotional messaging around the method’s efficiency and reliability.
Join the Movement
When people work with an NAA member, they’re getting a partner who brings experience, ethics, and results. When sellers choose the auction method, they’re choosing transparency, urgency, and top-dollar outcomes.
Explore the Campaign Hub to Get Started
👉 Visit the Content Hub to access campaign resources, tools, and shareable materials to help us get this campaign started.