Breaking the Marketing Mold: Sherri Langburt Of BabbleBoxx On 5 Innovative & Non-Traditional Marketing Strategies That Can Engage Audiences Like Never Before
An Interview With Chad Silverstein
Branded merchandise, particularly apparel and accessories, transforms consumers into walking advertisements. When individuals wear branded items and share them on social media, it generates organic, user-generated content. This type of visibility is more authentic and can often have a greater impact than traditional advertising.
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 Boxx 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 Sherri Langburt.
Sherri Langburt is the founder and CEO of BabbleBoxx, the premier influencer marketing agency that empowers brands to effectively integrate influencer marketing into their omnichannel strategies. A trailblazer in influencer and brand marketing, Sherri launched one of the first SaaS-based influencer marketing platforms, and in 2015, the company now known as BabbleBoxxx was born. Renowned for its innovative co-sampling and signature Boxx solutions, BabbleBoxxx delivers influencer marketing services to brands of all sizes across diverse industries and is a trusted partner for brands looking to harness the power of influencer marketing.
Thank you so much for joining us in this interview series! To start, could you share when and how you got started in marketing?
It’s a privilege; thank you! I started my career as a business systems analyst in the financial industry. During the dot-com boom, the CEO at my former company recognized that my background in technology would be most valuable for growing the company’s marketing and business development efforts. After that, I was hooked!
What has been the biggest shift in the marketing industry and can you give us an example of how it impacted you?
When I started in the space, influencer marketing was the shiny new guerilla marketing tactic. “Omnichannel” was just becoming a buzzword, and brands and marketers were slowly exploring its value. Over time, the concept of leveraging influencers to drive omnichannel marketing has evolved into one of the most trusted and effective marketing strategies, driven by technology, data insights, and shifting consumer preferences. The growth of our business is closely tied to this evolution, especially as new platforms continue to emerge, like Meta, Pinterest, Instagram, Twitch, and TikTok, as well as the rising number of influencers.
Can you explain why it’s essential for businesses to break away from traditional marketing and embrace new strategies?
The way we consume and purchase goods and services has changed significantly from the traditional marketing era. Today’s consumers are more sophisticated and lack trust in television commercials or magazine advertisements when searching for products. This shift is further influenced by the rising prominence of younger consumers, especially Gen Z and Millennials. As a result, the marketing landscape is transforming, with a growing emphasis on authenticity and technology-driven engagement to influence purchasing decisions and establish new market trends.
More and more marketers are turning to social media, influencers, and online communities: recent data finds that 69% of marketers plan to increase their influencer marketing budget in 2025. Consumers crave real experiences and rely on social proof before they purchase, reducing the impact of traditional one-way marketing and advertising. Instead, brands are embracing influencer partnerships and user-generated content, allowing for more personalized, two-way interactions that resonate with modern buyers and unlock increased revenue for brands.
Could you share and briefly explain the first major change you made to break the trend of traditional marketing that was not so common?
The true game changer was the introduction of our co-branded and custom seeding Boxx’s — for agency partners, the industry, and our brand. Our unique approach to influencer marketing didn’t exist in this format when we launched. Even today, our services are distinct, and I’m proud and humbled by our reputation as pioneers in the space. Our unique “box” approach sets a new standard by featuring themed, previously unheard-of multi-brand collaborations and leveraging influencers to advance omnichannel marketing. This collective process offered a turnkey and cost-effective solution for brands big and small, resulting in engaging and non-intrusive content that resonates with consumers.
What sets us apart is our dedicated and unique Boxx solutions for marketers seeking a streamlined experience without the hassle of juggling multiple vendors. We handle everything from design, merch, shipping and fulfillment to influencer management and measurement, facilitating the execution of impactful campaigns for our clients. Our bespoke Boxx’s have proven highly effective for brand visibility and add value by doubling as press kits, sales kits, sweepstakes and giveaway items, branded e-commerce content, and more.
What specific results did you see after implementing this change?
Our business grew by 150% in the first year and continues to grow because there are so many applications for these types of experiential programs.
How do you ensure that these new marketing strategies resonate with your target audience?
This is the beauty of influencer marketing — it enables the identification of influencers within specific niches, zip codes, affinities, and other demographics, ensuring that a brand’s message is on point and reaches its intended audience. Since influencer marketing remains one of the more cost-effective channels, it has the power to effectively target multiple audience segments without any added spend. This combination of data-driven insights, strong collaborations, and iterative optimization is the foundation for consistently delivering marketing strategies that connect and convert.
Can you share an example of something you tried that didn’t deliver expected results or ended up ended up becoming a financial burden, and what you learned from that experience?
The first thing that comes to mind is virtual events. During COVID, we hosted many successful branded events for influencers. Now that things have shifted back to in-person gatherings, the demand for virtual events has decreased. However, virtual influencer events still provide key benefits, especially in terms of reach, cost-efficiency, and logistics. Even today, we continue to organize them when they align strategically with our goals.
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”?
- Branded merchandise, particularly apparel and accessories, transforms consumers into walking advertisements. When individuals wear branded items and share them on social media, it generates organic, user-generated content. This type of visibility is more authentic and can often have a greater impact than traditional advertising.
- Omnichannel messaging enables brands to use chat automation and marketing tools like ManyChat to engage with consumers across various platforms, such as social media and SMS. It also simplifies consumer polling and offers exclusive content, steering consumers toward specific products or services.
- Hype Boxxs are specially branded “surprise and delight” packages that create a sense of exclusivity and anticipation, which leads to increased online chatter and excitement. While these Boxxs are intended for influencers and consumers, they can also be repurposed for various other means, including sales or press boxs, e-commerce, social giveaways and promotions, events, and loyalty programs.
- Retail Walk-Throughs involve having influencers visit a physical store and film themselves exploring the space, highlighting specific products and brands, promotions, or new arrivals. It gives followers a personal inside look at what’s currently available in-store and aims to encourage foot traffic and in-person shopping.
- Influencer Ratings + Reviews Programs entail enlisting influencers to post reviews and ratings based on their brand experience on retail or brand websites and review sites (TrustPilot, Google Business) to boost social proof, increase credibility, and increase customer trust. These programs may also encourage influencers to share their reviews on social media platforms providing wider exposure.
What challenges might companies face when transitioning away from traditional marketing strategies, and how can they overcome them?
The primary risk is a lack of channel integration. To ensure a cohesive brand experience, brands must avoid yesterday’s siloed marketing approach.
How do you measure the success and ROI of these new marketing strategies?
Brands and marketers can measure influencer marketing with unique tracking links and other growth and viral indicators such as views, clicks, saves, and shares. While sales are the primary metric, let’s not forget time and cost savings when measuring ROI. By leveraging influencers to create content, you gain exposure while gathering data and content to develop other marketing/sales tools and collateral.
Looking forward, how do you see the role of innovative marketing evolving in the next 5–10 years?
I believe the convergence of social media and e-commerce marketplaces will continue to grow, boosting social commerce — data shows that social commerce global sales are expected to grow from almost $993 billion in 2022 to $2.9 trillion by 2026. Influencers are critical players in direct-to-consumer sales, allowing consumers to buy products directly within their social feeds.
As audiences increasingly seek smart and relevant content, we will see a shift toward “productizing” brands that represent niche services and encourage conversations around previously unchartered subject matter leveraging “micro-experts,” who influence niche markets by providing in-depth knowledge and advice within their areas of expertise. This can include niche themes within everyday industries including how to buy life insurance, changing lifestyles, or an inside scoop on how to ensure the best healthcare regardless of demographics, etc. With a little creativity, the sky is really the limit for organizations of all kinds!
What advice would you give to business leaders who are hesitant to move away from traditional marketing methods?
Influencers are excellent resources for testing and learning. They are often more cost-effective and bring valuable skills as content influencers, with a strong understanding of what resonates with their audience. Consider hiring an influencer internally to help shape content strategies, provide insights on trends, and contribute to creative campaigns. Their expertise in digital marketing and audience engagement can drive more effective initiatives.
Can you share any upcoming initiatives or plans you have for further innovating your marketing strategies?
We are doubling down on in-store influencer activations with our Influencer Retail LaunchPad and also on helping the Retail Media Networks (RMNs) find new ways to leverage influencers to drive sales, increase brand visibility, and engage consumers in the shopping experience.
How can our readers follow your work and learn more about your approaches to modern marketing?
You can find our most recent work by following us on the following channels:
Instagram: BabbleBoxxxOfficial
LinkedIn: BabbleBoxxx
Or Visit our Website: www.BabbleBoxxx.com
This was great. Thank you so much for the time you spent sharing with us.
About the Interviewer: Chad Silverstein is a seasoned entrepreneur and Thought Leader with over 25 years of business experience. He has founded, operated, and exited multiple companies and now builds into a handful of high impact CEOs. Chad has launched multiple online communities, including a recent leadership development platform, and also serves as a strategic advisor for Authority Magazine’s thought-leader incubator program.
To learn more and connect with Chad visit: chadsilverstein.io
Breaking the Marketing Mold: Sherri Langburt Of BabbleBoxx 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.