CLEVELAND – Amidst trees, vegetation and turf, golfers and spectators alike enjoy some of the most pristine surroundings on the Professional Golfers’ Association of America (PGA) Tour. Those surroundings are similar to the environment that professionals from The Davey Tree Expert Company work in, and on, for their daily jobs. That close relationship is the main reason why Davey Tree recently decided to endorse PGA Tour rookie Matt Gogel.
"Golf is the only sport that takes place in an ‘arena’ in which Davey Tree specializes," said R. Douglas Cowan, chairman and CEO of Davey Tree. By sponsoring a PGA golfer, the tree care, grounds maintenance and consulting company is promoting brand awareness of its services and showcasing its effort to become more involved in the golf course care market.
Through the Gogel sponsorship, the company is promoting its name to a select audience that fits the demographics of Davey Tree’s residential market – including people who play golf, attend tournaments or watch golf on television – and professional market. "The match is ideal on many levels," said Cowan. "We are first targeting our existing residential customers, which are primarily composed of middle- to upper-income families. Additionally, we are also targeting individuals involved with golf for the purpose of expanding our golf course business."
As part of the sponsorship, the Davey Tree name appears on Gogel’s hat, shirt and golf bag, and the company’s web site address also appears on his bag. The inclusion of the logo on these items will ensure exposure of the company name to several thousand people. "Those items were decided on because they are the most visible in terms of television audience and live viewership," explained Cowan.
The company pays an endorsement fee to Gogel for the logos to appear on his dress and equipment, but it does not purchase equipment for Gogel or purchase television spots on PGA televised coverage. Cowan said the sponsorship theory is that Gogel’s stellar performance on the tour will increase the likelihood that the company name and logo will appear on television and be noticed by spectators.
According to Cowan, the endorsement has proven very successful in terms of national exposure as Gogel has done well in several PGA Tour events, including top-ten finishes and a tie for second place at the AT&T National Pro-Am at Pebble Beach. He explained that the company’s initial intention was to create excitement both within the company and also among clients and prospective clients. However, he said, "The amount of excitement that we have created just within [the company] has surpassed the highest expectations."
Davey Tree chose Gogel for a sponsorship because his image fits the company’s corporate culture – professional, humble and first-class – according to Cowan. "Matt is a bright new star on the tour and we’re delighted to announce our association," Cowan said. To supplement the logo endorsements, Davey Tree has also used Gogel for employee entertainment purposes.
Gogel has expressed excitement about his relationship with Davey Tree, saying, "I am honored to be affiliated with a company like Davey Tree. They are truly a first-class organization."
For more information about Davey Tree Expert Company, visit its web site at www.daveytree.com.
The author is Internet Editor of Lawn & Landscape Online.