Case 003 · Ali Awad
How Ali Awad Sold a $25K Offer Without Pressure at The CEO Lawyer Summit
Summary
Ali Awad needed to present a high value offer to an audience of professionals who negotiate for a living. Iconic Events, a Florida based event production and coordination company, held strategy, creative direction, production, show flow and on site execution as one scope, writing the close into the choreography of the room rather than into the script.
The Challenge
A high ticket offer to a room of lawyers. Any pressure in the room would read instantly, and cost the close.
The Approach
What Iconic Events did, grouped by stage. Strategy, creative direction, production, show flow and on site execution were held by one team.
Pre production
- 1Fixed the moment of the close, then sequenced authority and proof backward from it.
- 2Mapped where a professional audience would resist, and designed around it.
On site production
- 3Ran a room where the sequence, not the script, carried the decision.
- 4Ran show calling and on site execution with the same team that designed the room.
Scope of Services
What Iconic Events was accountable for.
The Results
- Client
- Ali Awad
Tell us about the room you want to build.
Build the next roomInside The CEO Lawyer Summit.
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Questions, answered
Who produced Ali Awad's The CEO Lawyer Summit?+
Iconic Events, a Florida based event production and coordination company, produced The CEO Lawyer Summit for Ali Awad. Iconic Events held strategy, creative direction, production, show flow and on site execution as one scope.
What did Iconic Events actually deliver for The CEO Lawyer Summit?+
Strategy: Objective, audience mapping and format set against the close. Creative: Creative direction and room design. Show flow: Run of show and choreography built around the decision point. On site: Show calling and execution by the design team.
Iconic Events, a Florida based event production and coordination company, produced The CEO Lawyer Summit for Ali Awad, delivering strategy, creative direction, show flow and on site execution as a single scope.
