In a highly-Instagrammed world, originality can be fleeting and tapping a trend too late can sink an event. Cara Daisley and Yudit Svirsky, co-founders of Six Wings Events, are two NYC-based event producers who are building a reputation on fresh ideas. Here they share 3 of their top strategies to always stand out from the crowd.
Tailor to your audience, always
When you’re curating top-tier guest lists, you’re competing in a densely saturated space for precious attention.
“Influencers and known personalities are invited to hundreds of events, and most of the time, run in the same crowds. For an experience to stand out, it needs to cater to everyone in the room, and connect them in a meaningful way.” says Cara.
So, as the stakes get higher, doing your homework becomes even more important. What are their interests? How can you spark their curiosity? Where is the value in the experience they’re attending? And then, how do these answers interconnect for the entire guest list?
For an experience to stand out, it needs to cater to everyone in the room, and connect them in a meaningful way.
Branded event takes an especially delicate touch, particularly for influential audiences who are very familiar with being bargaining chips: don’t overtly try to sell a product or brand – “It always comes across as uncomfortable and forced.”
Rather, focus on how it connects the people you have together in the room, and stick with them long after they’re walking home with a gift bag at the end of the night.
Draw inspiration from beyond your doorstep
Although an element of navigating trends is always to be aware of what’s happening around you, relying too much on a city or other locality is an easy way to get stuck in an inspiration bubble.
And your guests can tell – VIPs who occupy a spot on the guest list of every hot party are better equipped than anyone to spot events that are swapping tricks with each other.
Cara and Yudit recommend a constant investment in casting a wide net and always taking in new ideas, near (and especially) far.
“As experience designers, it’s our responsibility to keep up with current events, trends, and innovative developments happening around the globe.” says Cara. A big part of that involves cultivating a network of interesting and talented people, and making sure there’s a good pipeline to then stay in touch.
It’s our responsibility to keep up with current events, trends, and innovative developments happening around the globe.
“We’re constantly checking in and expanding our community of creators, artists, performers, technologists, craftsman, influencers, food innovators, industry experts, media – you name it!” adds Yudit.
A great event doesn’t always need to be copied
Sometimes a great idea is great because it only happened once. Jumping on a hot new idea too quickly can be almost as damaging as recycling a fading trend too late.
“People see something that works and are quick to want to do the same, but that’s exactly how a novelty becomes unoriginal.” says Yudit.
Early on in ideation, Cara and Yudit pose a simple but effective test: regardless of where an idea started, does it fit the brand DNA for this event?
People see something that works and are quick to want to do the same, but that’s exactly how a novelty becomes unoriginal.
A deep understanding of brand identity and goals is the first and surest step toward creating something that rings true to those principles.
“The foundation of an authentic experience celebrates each of our client’s unique personality, brand philosophy, and attributes, both holistically and tangibly.”
When you embrace those points as key ingredients, rather than as obstacles to overcome, you’ve set yourself up to be able to design deeply meaningful experiences.
Cara Daisley and Yudit Svirsky are the co-founders of Six Wings Events.