Thanks to strategic marketing, Miami Heat All-Star Dewyane Wade has transcended the hardwood. After getting off to a relatively fast start in his career three years after being drafted 5th overall in the 2003 draft Wade led the Heat in a spectacular playoff run. Flanked by Shaq, Wade averaged over 34 points per game in the finals and was crowned MVP.
Wades on court accomplishments, and closeness to the very popular Shaquille O'Neil made him a media magnet had a NBA championship and People Magazine came calling. After the team's decline and an a few
seasons compromised by injury, Wade has risen again. "The success of the T-Mobile ads really kept Dwyane Wade in the forefront of consumers` minds" said Henry Schafer, Executive Vice President, Marketing Evaluations, Inc., The Q Scores Company. He adds, "This is a great example of how to show the general public that there`s more to him than just playing basketball. He`s also personable, funny and most of all a likeable guy."
Not only does Wade's T-Mobile's endorsement deal puts millions in his pockets it put him in front of tens of millions of viewers every week. An assist from Charles Barkley, further cinched Wade`s commercial success.
According to new data by leading market research firm Marketing Evaluations, Inc., The Q Scores Company, sports personalities who take advantage of smart marketing opportunities can shine outside their sport, even when their athletic performance declines.
Charles Barkley appeared in the wireless ads with Dwyane Wade, which has benefited both personalities. Barkley`s higher level of recognition has helped Wade establish a ‘general public` presence and Wade`s likeable persona has been beneficial to the positive perceptions of Barkley among sports fans.
AMONG SPORTS FANS
|
FAMILIARITY %
|
POSITIVE Q SCORE*
|
|||||||
| 2005 | 2006 | 2007 | 2008 | 2005 | 2006 | 2007 | 2008 | |
| DWYANE WADE | 45 | 47 | 59 | 54 | 22 | 26 | 29 | 21 |
| CHARLES BARKLEY | 83 | 82 | 82 | 82 | 20 | 24 | 25 | 24 |
| AVERAGE | 47 | 47 | 46 | 44 | 16 | 16 | 17 | 16 |
Source: 2005, 2006, 2007, 2008 Spring Sports Q studies; Marketing Evaluations, Inc.
* The % who rate the personality as "one of my favorites"
AMONG GENERAL PUBLIC
|
FAMILIARITY %
|
POSITIVE Q SCORE*
|
|||||||
| 2005 | 2006 | 2007 | 2008 | 2005 | 2006 | 2007 | 2008 | |
| DWYANE WADE | 19 | 24 | 27 | 33 | 19 | 30 | 29 | 25 |
| CHARLES BARKLEY | 63 | 62 | 64 | NA | 12 | 12 | 13 | NA |
| AVERAGE | 33 | 33 | 33 | 32 | 16 | 17 | 18 | 18 |
Source: 2005, 2006, 2007, 2008 Winter Performer Q studies; Marketing Evaluations, Inc.
* The % who rate the personality as "one of my favorites"
Schafer concludes......Dwyane`s familiarity with the general public is growing. Thanks to T-Mobile and some great marketing, his general overall appeal is holding strong, which opens up more marketing opportunities for the future."
