Breaking the Marketing Mold: Kristen Kubik & Business Unfiltered On 5 Innovative & Non Traditional Marketing Strategies That Can Engage Audiences Like Never Before
An Interview With Chad Silverstein
Human-first approach vs. profit-first approach — marketing strategy which focuses on creating a community of repeat buyers and building brand trust. Instead of constantly pushing sales, you focus on what your customers need and how you can support them.
Traditional marketing methods are no longer sufficient in today’s dynamic and fast-evolving market. To truly engage and captivate audiences, businesses need to think outside the box and adopt innovative and non-traditional marketing strategies. What are these strategies, and how can they transform audience engagement? I had the pleasure of interviewing Kristen Kubik from Business Unfiltered LLC.
Kristen is not your typical stuffy, corporate marketing associate. They have vibrant hair, loads of tattoos and a rule breaker approach to brand building, messaging and marketing. Kristen teaches human-first marketing and empowers scaling business owners to build radical brand trust, bridge the gap between ethics and profit, and make more sales in the process.
Thank you so much for joining us in this interview series! To start, could you share when and how you got started in marketing?
I’ve always been drawn to marketing, but my original business started with branding and logo design. Over time, I shifted into inclusive marketing because so much of the industry was dominated by bro-marketing, which just didn’t feel right to me. I’ve always been passionate about helping minority groups feel seen and be included, and that was missing in traditional marketing. Honestly, the 9–5 never suited me, so I leaned into entrepreneurship and built a business that aligned with my values — one that focused on authenticity and inclusivity.
What has been the biggest shift in the marketing industry and can you give us an example of how it impacted you?
The biggest shift has been that social media has gone from being this “nice-to-have” to an absolute must. It’s become the primary way businesses connect with their audiences, and it’s not just about selling anymore. There’s been this huge rise of personal brands and value-based spending. People want to know who you are as a brand, what you stand for, and if your values align with theirs before they even think about buying from you.
With that, there’s also more personality in marketing, and I’m here for it. Brands aren’t afraid to be bold and talk about social issues. Whether it’s about inclusivity, sustainability, or equity, businesses have to speak up because their customers are paying attention. Personally I talk about lots of issues on my social media. I’m not afraid to show which side I’m on.
Can you explain why it’s essential for businesses to break away from traditional marketing and embrace new strategies?
Buyers have changed, so marketing has to change too. People aren’t just buying products or services, they’re buying into brands. They want to feel good about where their money is going, and they’re looking for businesses that align with their values. If your brand doesn’t reflect that, you’re going to get lost in the noise.
In a saturated market, the last thing you want to do is blend in. You have to stand out, but in a way that feels authentic. Manipulating people into buying doesn’t work anymore because buyers are way too smart for that. They want to feel empowered in their decisions, and the brands that provide that are the ones winning.
Could you share and briefly explain the first major change you made to break the trend of traditional marketing that was not so common?
For me, it was leaning into my personal brand. I stopped playing it safe and embraced all the things that made me, well, me. The vibrant hair, tattoos, my rule-breaking mindset — I put it all out there. But more than that, I started speaking up on topics that mattered to me. Whether it was about inclusivity or pushing back on outdated business norms, I didn’t hesitate to speak up. I never hesitated to mix “business and pleasure,” and it helped people understand who I was as the person behind the brand… so they knew who they were buying from.
What specific results did you see after implementing this change?
Having a personal brand has helped me to attract clients who were totally aligned with my values. They were not just interested in one-off projects, instead they were ready to invest in long-term relationships because they believed in what I was doing. And that’s the kind of client every business owner wants. They were ready to dive in, and they trusted me because I wasn’t holding anything back. They knew who I was, and that built loyalty right from the start.
How do you ensure that these new marketing strategies resonate with your target audience?
It all comes down to understanding your audience and doing the homework. I invest time in research and market analysis to make sure I’m meeting my clients where they are. Testing different strategies is key, but I also make it a point to ask my customers directly. I want to know what’s working for them, what’s not, and what they want to see more of.
Can you share an example of something you tried that didn’t deliver expected results or ended up becoming a financial burden, and what you learned from that experience?
I’ve had so many! I always call my business an experiment, because I’m always experimenting with new things. Sometimes things don’t work out the way I hoped they would, and that’s okay. One time, I was launching a new Pinterest marketing program, and I had multiple people sign up at the time… then my mom died in the middle of the launch. I knew I wouldn’t be able to finish the program as promised, so I offered people options of refunds or to bring them into a consulting package. And some people were surprisingly angry! I learned a LOT about client relationships, client retention, and client satisfaction, as well as boundaries, during that season of life. I couldn’t have pictured people being upset at that, and I ended up actually losing money based on how many people chose to come into the consulting package. Those consulting clients are still clients though, and I have such respect for them.
Great. Now, let’s dive into the heart of our interview. Could you list “5 Innovative & Non Traditional Marketing Strategies That Can Engage Audiences Like Never Before”?
- Human-first approach vs. profit-first approach — marketing strategy which focuses on creating a community of repeat buyers and building brand trust. Instead of constantly pushing sales, you focus on what your customers need and how you can support them.
- Removing stereotyped language — messaging based around stereotypes is turning away buyers, including stereotypes based on age, gender and race. Avoid using phrases or visuals that reinforce outdated norms. Instead, inclusive messaging that highlights empowerment and individuality resonates so much more with modern consumers.
- Inclusive and accessible content — how to set up written and video content to move an audience to buy sooner because they feel really good about making a purchase. This includes adding alt text to images, closed captions to videos, and using plain language to ensure accessibility for all users.
- Ditching the Pinterest perfect branding — the power of abandoning cookie-cutter marketing in favor of authentic branding to better engage and appeal to a businesses target audience. Overly polished, unrealistic content can feel distant, while authenticity builds a sense of trust and connection.
- Compliance and disclaimers — showing respect for customers by ensuring the business meets its compliance requirements and has disclaimers that are legal. Ignoring these details can lead to confusion, mistrust, and legal issues.
What challenges might companies face when transitioning away from traditional marketing strategies, and how can they overcome them?
One of the main challenges businesses face when moving away from traditional marketing is the overwhelming amount of conflicting advice out there. It’s easy to feel pulled in different directions, unsure of what will work. There is also the time investment required to develop and implement new strategies. It can feel like a lot upfront, especially for small businesses. I also hear lots about their fear of alienating existing customers by trying to attract new ones, which can cause hesitation.
To navigate these challenges it’s always a good idea to focus on testing one new strategy at a time rather than implementing everything all at once, move slowly to ensure a smooth transition, and invest in training or upskilling for yourself and your team to build confidence and support throughout the process.
How do you measure the success and ROI of these new marketing strategies?
To measure the success and ROI of new marketing strategies, start by tracking brand recognition to see how often your brand is mentioned or recognized within your industry or community. Monitor the quality of reviews and feedback to understand how well your audience connects with your message and brand values.
Track your sales to measure revenue growth linked to your new strategies. Look for an increase in repeat buyers, which indicates growing customer loyalty and the effectiveness of your strategies. Also see if there has been a rise in referrals which shows that customers are happy and willing to recommend your brand.
Finally, look at your engagement across social media, your website, and email marketing to see if you’re getting positive responses from your customers.
Looking forward, how do you see the role of innovative marketing evolving in the next 5–10 years?
I think listening and connecting with consumers will have a major impact on how marketing evolves again. People want to feel like they’re a part of something, and that includes being a part of the marketing process. We’re already seeing it with things like user-generated content (UGC) and the influx of influencer marketing.
What advice would you give to business leaders who are hesitant to move away from traditional marketing methods?
You have to be willing to listen. It’s either about getting innovative and listening to what people are asking for, or you’ll be left behind. It can often feel difficult to get started and change the way you’ve thought about things for years, but leaning into the discomfort is so much better in the long run than staying stagnant. And don’t hesitate to get support and/or guidance from an experienced expert! It’s what we’re here for.
Can you share any upcoming initiatives or plans you have for further innovating your marketing strategies?
I’ve been looking at the way I create my content differently, as more of a library of resources versus just content. I want things to be accessible to people, not just thrown behind a paywall, which is so different from a world where you have to pay for information.
I’m also doing more speaking engagements and collaborations to raise awareness about inclusive marketing. By sharing my insights and experiences, I hope to emphasize just how crucial it is for marketing to reflect and embrace diversity and inclusivity.
How can our readers follow your work and learn more about your approaches to modern marketing?
Come say hello on Instagram @kristenunfiltered
www.instagram.com/kristenunfiltered/
Join Kristen on Business Unfiltered™: The Podcast talking about how companies can make their marketing more inclusive while using real life examples, breaking down business law court cases that affect business owners, and giving general tips and tricks on scaling a business.
https://www.kristenunfiltered.com/podcast
Sign up for 6-Figure Messaging On Demand©️ for the tools you need to create accessible, inclusive content that increases sales and community engagement. Binge watch three practical video workshops designed to help you attract a wider audience, build trust, and boost your profits ethically. No manipulative tactics — just genuine, human-first marketing that empowers your buyers.
https://www.kristenunfiltered.com/6figuremessaging-ondemand
This was great. Thank you so much for the time you spent sharing with us.
About the Interviewer: Chad Silverstein, a seasoned entrepreneur with over two decades of experience as the Founder and CEO of multiple companies. He launched Choice Recovery, Inc., a healthcare collection agency, while going to The Ohio State University, His team earned national recognition, twice being ranked as the #1 business to work for in Central Ohio. In 2018, Chad launched [re]start, a career development platform connecting thousands of individuals in collections with meaningful employment opportunities, He sold Choice Recovery on his 25th anniversary and in 2023, sold the majority interest in [re]start so he can focus his transition to Built to Lead as an Executive Leadership Coach. Learn more at www.chadsilverstein.com
Breaking the Marketing Mold: Kristen Kubik & Business Unfiltered On 5 Innovative & Non Traditional… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.