Billionaire's Contract Engagement (Kings of the Boardroom #3)(24)

He nodded approvingly. “Great. Let’s dig in and get started then.”

There was a moment of transition where they ate in silence before Celia shut off everything but the task

at hand. This was her career and she knew she was damn good at it. She hadn’t gotten to where she was and survived the pitfalls without the ability to put her game face on in the face of adversity.

“I studied your last ad campaign, and I believe you’re missing a huge segment of your target audience.”

He blinked, set his fork down and stared across at her. “Okay, you have my attention.”

“Perhaps I should put it another way. I think you’re not targeting the right audience. You’re missing a huge opportunity.”

She paused for effect and then segued into her spiel.

“Right now you appeal to the sports crowd. The guy who jogs. The woman who goes to the gym. The person who cares about staying in shape. You’re all about functionality. The kids who play sports. The guys who play racquetball at the club. The casual basketball game on the weekends.”

Evan nodded.

“Then there are the people, like me, who are allergic to physical activity.”

He snorted and sent an appraising look over her body.

She ignored him and continued on.

“These are the people who watch sports. They’re tuned in to every game. The players. The teams. They run the gambit from the fanatic to the casual observer. They’re the people who will buy your sportswear not because they’re going to worry over the functionality. They don’t care. They want to look cool. They want to immerse themselves in the aura of the sports world. You’re a brand, a label. It’s a status symbol.”

Her excitement mounted with every word. He was listening intently. She had him.

“So you do dual marketing. You go after the die-hard fitness enthusiast with the sweaty workout commercials. The driven athlete who’s going to be the best and wearing your brand the entire time.”

Again she paused to gauge his reaction, and he was leaning forward, his brow creased in concentration.

“Then you go after the men and the women and the kids who want your clothing and your shoes because they look good. Because they make them feel athletic without ever lifting a finger. You show them someone looking cool and sophisticated in your clothing. You show them it’s hip to have Reese Wear. They can be average, everyday Joes and still know what it feels like to be a star.”

Then she went for the kill shot. Her excitement mounted because she knew he was interested. This had nothing to do with personal attraction. He was all business right now and his eyes gleamed with enthusiasm.

“And the person you show to both of these groups, the man you have doing the sweaty, driven shoots and the cool, suave commercials is Noah Hart.”

Evan’s eyes widened a fraction, and then he sat back in his seat. “Wait a minute.”

She waited, trying valiantly to hide her smug grin. This would be the fun part.

“You’re telling me you can get me Noah Hart?” He didn’t even wait for her to reply. “Companies have been after Noah Hart ever since he entered the major leagues.”

“Before,” she said airily. “They wanted him out of college.”

“Whatever. The point is, the man has never agreed to an endorsement deal. What makes you think you can change his mind?”

“And if I told you he’s willing to talk to you?”

“No way,” Evan breathed.

“It’ll cost you.”

“Hell, it would be worth it!” His eyes narrowed again. “He’ll talk to me. You’ve already been in contact with him?”

“I might have mentioned the possibility of you doing a new ad campaign.”

“And he’s interested?”

“He’ll talk to you. I provided him research, which means you passed the first round of scrutiny with him.

He’s a hard guy. You land him and it’ll be huge. Not only will you have a kick-ass ad campaign, but you’ll also be the guy who signed Noah Hart.”

“I’d want exclusivity,” Evan said quickly.

“You’d have to be prepared to pay for that privilege,” Celia pointed out. She wasn’t about to tell Evan that exclusivity or not, the chances of Noah agreeing to do another deal with someone else was slim to none. The man simply wasn’t motivated by money.

“Okay, let’s forget Noah Hart for the moment. I like your ideas, Celia. I mean, the average Joe has never escaped my notice, but you’re right. I’ve never gone after him in marketing. My commercials are always about the drive to succeed. I talk to the athlete in all of us.”

“Which I’ve just pointed out doesn’t exist in everyone,” she said drily.

“Yes, you’re right. Completely. The junior-high kid trying to look cool. Huge market there that I’ve yet to tap.”

“Most of my ideas are about how to structure television commercials, Internet advertising and print media to target all segments of the population from the die-hard sports and fitness enthusiast to Suzy Homemaker who just wants a comfortable pair of tennis shoes. We’d speak separately to teens, young adults all the way up to the retired folks.”

Evan nodded. “I’m interested. Definitely interested. When can you have a presentation put together for me? As I said before, I’m ready to move on this. I don’t mind taking a little extra time if I can be guaranteed better results.”