Nicky Balestrieri gave a presentation at the Event Innovation Forum on designing experiential marketing with content in mind by thinking like an editor. She discussed how to use market research and storytelling methods to create engaging experiences for guests. She provided the example of Refinery29's fashion week activation, where the objective was to showcase the brand's trendsetting and inclusive attitude, and the design was inspired by the website and editors' point of view. Her presentation emphasized starting with the brand's tone, understanding the audience, and using details, lighting, and characters to tell a compelling story.

1. EVENT INNOVATION FORUM
DESIGNING WITH CONTENT
IN MIND: HOW TO THINK
LIKE AN EDITOR"
Nicky Balestrieri"
Managing Creative Director | BMF Media"
@TwitterHandGoesHere | @BizBashLive #BizBashNY !
@DarlingNickyB I @BizBashLive #BizBashNY

2. @DarlingNickyB @BizBashLive #BizBashNY
WHY I’M STANDING HERE TALKING
A !
My own story
B !
Learning from editors
C !
My style
D !
We start with a “story”
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3. @DarlingNickyB @BizBashLive #BizBashNY
Content marketing has shifted the
way our industry thinks about
experiential marketing.
We will discuss how the use of
market research and how a
narrative method can form
concepts that engage guests and
create lasting impressions.

4. @DarlingNickyB @BizBashLive #BizBashNY
MARKET RESEARCH
Start with a brand to
establish tone and
personality. 1 Target Cointreau
Lanvin Refinery29

5. British Airways - Choose Your Own Adventure Ruffino - Dinner and Pottery Class
@DarlingNickyB @BizBashLive #BizBashNY
THE AUDIENCE
Understand the audience
to establish the
sophistication of design. 2
A Consumers/consumers with insights...
B
Influencers...
C
Editors...
i What do you want
them to takeaway
PAPER - 25th Anniversary

6. @DarlingNickyB @BizBashLive #BizBashNY
REFINERY29
Using R29’s Country Club,
recent fashion week activation,
we brought to life a pure brand
experience. The process was
the very definition of an editorial
collaboration.

7. @DarlingNickyB @BizBashLive #BizBashNY
REFINERY29
The objective was to
demonstrate the trendsetting,
fun, and inclusive attitude of
R29 during fashion week.

8. @DarlingNickyB @BizBashLive #BizBashNY
REFINERY29
The design was inspired by the
physical website design and
their editor’s point of view.
Credit: Digital Rendering by Steven Carey

9. @DarlingNickyB @BizBashLive #BizBashNY
BLANK CANVAS

10. @DarlingNickyB @BizBashLive #BizBashNY
COLOR

11. @DarlingNickyB @BizBashLive #BizBashNY
LIGHTING

12. @DarlingNickyB @BizBashLive #BizBashNY
DIGITAL + DETAILS

13. @DarlingNickyB @BizBashLive #BizBashNY
BRAND IDENTITY

14. Suno DKNY Opening Ceremony
@DarlingNickyB @BizBashLive #BizBashNY
9 LINKS
DVF
Alexander Wang

15. @DarlingNickyB @BizBashLive #BizBashNY
Diane von Furstenberg Proenza Schauler Public School
9 LINKS
Mark Jacobs Rachel Comey

16. @DarlingNickyB @BizBashLive #BizBashNY
CHARACTERS

17. Photo Credit: NY Mag Photo Credit: stylelikeu.com
@DarlingNickyB @BizBashLive #BizBashNY
TALENT - ATLANTA DECADANET + BANKS + LAILA GOHAR

18. @DarlingNickyB @BizBashLive #BizBashNY
DESIGNERS MUST BE
BUSINESSMEN
A What is your client’s
communication objective?
B What is your message and
who is your audience?

19. @DarlingNickyB @BizBashLive #BizBashNY
GOD IS IN THE PACKAGING
A It’s what’s on the outside
that counts.
B There are no shortcuts in
being consistent.

20. @DarlingNickyB @BizBashLive #BizBashNY
TELL A GOOD STORY
A Story arch:
Beginning, middle, end.
B Draw guests in like a good
book.
C !
Trust your gut.

21. @DarlingNickyB @BizBashLive #BizBashNY
THANK YOU FOR LISTENING
FIND ME:
!
@DARLINGNICKYB
!
!
NICKY@BMFMEDIA.COM