Music marketing
Hosting a summer concert series – and even supplying some of the entertainment – is just one of many innovative marketing moves Belknap Landscape made this year to celebrate its 25th anniversary. By Julie Collins
Belknap Landscape Co. (BLC) may not have a large marketing budget. But that hasn’t stopped the $5 million-a-year central New Hampshire land care company from sponsoring environmental education projects, fan appreciation nights, a woodsman’s tournament and even a summer concert series in a park built by BLC.
“We tend to do guerilla marketing and whatever we can to impress or influence civic groups with influential property owners,” says marketing manager Dale Squires. So, when the Historic Belknap Mill Society approached BLC about sponsoring its summer concert series in Laconia Rotary Park, Squires jumped at the chance.
Rotary Park is a riverfront public park funded by the Laconia Rotary and built by BLC owner Hayden McLaughlin in the 1990s.
“I realized there was an opportunity to tell the public a story about a landmark riverfront public park,” Squires says. In addition, BLC recently rebuilt Stewart Park, the city park across the river, so evidence of the company’s work is visible all around the concert venue.
To read the rest of this story, visit bit.ly/llbelknap.
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