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Lawn & Landscape | September 6, 2013

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.
 


 

Irrigation alerts, delegation and viral advice

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Get your head out of the sand
Building code changes are coming sooner than later, and they will affect the industry. Brent Mecham, Irrigation Association industry development director, tells us what to expect from these changes. bit.ly/llsand

You’re not that important
Small business consultants and authors Doug and Polly White explain how you can make the transition from working in your company, to working on your company. bit.ly/llwhite

The Marketing Fix: Viral value
Nicolas Boillot, CEO of HB Agency, an integrated marketing firm, gives tips on how to garner attention online, and what to do if a company mistake makes the rounds in cyberspace. bit.ly/llviral

 


 

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