Breaking the Marketing Mold: Tres Carter Of The Center of Science and Industry (COSI) On 5 Innovative & Non Traditional Marketing Strategies That Can Engage Audiences Like Never Before
An Interview With Chad Silverstein
There’s the power of Experiential Installations and Pop-Up Events. These experiences engage all the senses, drawing people into the world of your brand and (usually) garners epic user-generated content. Nike’s pop-up shops, or whimsical installations like the Museum of Ice Cream, don’t just sell a product — they create a memory. It’s about leaving a lasting impression that goes far beyond a purchase.
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 Tres Carter.
As Director of Creative Engagement at the Center of Science and Industry (COSI), Tres “TC” Carter is a multi-hyphenate creative and orator with cross-industry expertise. As an Emmy-winning content producer, he drives innovation to bridge the digital divide through virtual reality and STEAM programming. A background in Anti-Money Laundering Investigations informs his analytical and research skills while leading several entrepreneurial ventures — including a personal branding firm and photography studio — honed his ability to launch brands and craft marketing campaigns.
Thank you so much for joining us in this interview series! To start, could you share when and how you got started in marketing?
In February 2018, I led the launch of a membership-based personal branding firm that integrated hair servicing, fashion consulting and visual content needs in one seamless experience. The offering was unique to the Central Ohio area, and I was responsible for defining the brand story, overseeing creative asset development, identifying the target audience, crafting compelling messaging to reach them, and helping lead them along the journey from brand Awareness to brand Advocate. Since then, I’ve managed marketing strategy efforts for an array of events, brand activations and content campaigns, like Redbull’s “Red Monday Columbus” and the Emmy award-winning animation series “Dr. B in 3.”
What has been the biggest shift in the marketing industry and can you give us an example of how it impacted you?
Without pause, I believe the biggest shift in the marketing industry has been the major shift to mobile devices, social apps, and streaming services from TV, radio, and magazines over the past two decades. In 1999, 34% of Americans had a mobile telecommunications device, the most robust cable package gave you a few hundred channels, radios provided dozens of station options, and 86% of Americans had at least one magazine subscription.
In 2024, 97% have a mobile telecommunications device, most have exchanged cable for multiple streaming services combined with their access to literally billions of podcasts and channels on YouTube. And for the remaining 7% of Americans who still maintain a magazine subscription, the front-page news has likely run its course in the social square before publications can reach mailboxes. This has radically democratized the attention of consumers, forcing marketers to follow a new set of rules of reach, engagement, and earned media.
Understanding this new digital climate empowered me as a budding business owner to leverage content marketing strategies on social media, promoting my personal brand and services directly to numerous consumers online, who could book and purchase directly with me. I didn’t have to go the traditional route to being found, I had more control over how I could reach, engage, nurture, and monetize a community.
Can you explain why it’s essential for businesses to break away from traditional marketing and embrace new strategies?
During my time in Tulum, Mexico, I attempted to engage in conversation with a Spanish-speaking acquaintance. The only problem? I didn’t speak Spanish, and they didn’t speak English. It was rough! No matter how purposely and passionately I shared my perspective, it wasn’t received. I ultimately had to get a translator to convert my message to be palatable to the intended audience.
Proverbially, the language of marketing has changed. Brand trust and authority have evolved in the way they’re obtained, managed, and deployed. Winning strategies from yesterday could be repulsive tomorrow. Marshall Goldsmith masterfully captures it this way, “What got you here won’t get you there, because the world has changed and you have to adapt to stay relevant.” Good marketing requires adapting. It requires being present today — to trends, to feedback, to behaviors — recalibrating strategy accordingly.
Otherwise, we run the risk of having amazing products, services, and communities but not connecting with who needs them the most because we aren’t speaking the right language.
Could you share and briefly explain the first major change you made to break the trend of traditional marketing that was not so common?
One of the first major shifts I made from traditional marketing was when our personal branding firm partnered with a creative agency, Warhol and WALL ST., in Central Ohio to create a Sneakerball event in 2019. The proceeds from the Sneakerball were used to create a pop-up back-to-school sneaker shopping experience for kids. Instead of simply handing out shoes, we built out a pop-up store stocked with a wide variety of sneakers in different sizes, allowing the kids to shop inside and pick out their own pair.
What specific results did you see after implementing this change?
This type of community visibility was unconventional for our industry, and it didn’t just resonate — it garnered significant attention, boosted brand awareness, and opened doors to new partnerships. Soon after, it was remarkable seeing our hair stylists, fashion consultants, and content creators partaking in activations inside of COSI, the Columbus Museum of Arts, and others. Implementing community visibility as a core marketing strategy not only expanded our story but also cemented meaningful connections with those we serve.
How do you ensure that these new marketing strategies resonate with your target audience?
I’ve heard it said, “it’s good to create with your end user in mind, but it’s best to create with your end user!” To ensure strategies resonate, consider engaging extremely connected members of your tribe, like repeat buyers or loyal subscribers. I used this tactic, bringing in some of my clients to be thought-partners on upcoming events; they loved it and it fostered a deeper connection with these brand advocates. For anyone looking to do a version of this, look to inquire about their needs, desires and preferences. Share clear implementation strategy and as changes roll out, listen to feedback and refine/apply accordingly. Don’t be discouraged if something doesn’t resonate at first; resolve to examine the results, retain your learning, and innovate!
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?
[I was hired to lead strategy and management for a non-profit’s inaugural fundraising gala. Their desire was an innovative night with memorable entertainment. We secured and activated a state-of-the-art facility with amazing food and drinks, virtual reality experiences, an augmented reality silent auction art gallery, with music curated by an elite DJ. A critical function to bring the night all together was a stellar host, and I secured a very popular TV personality with immense social cache. The event overall was indeed memorable, but the host failed to truly connect with the audience, inspire philanthropy, and ultimately the experience didn’t meet fundraising expectations. I learned to not just consider notoriety independently but be more sensitive to who the audience desires to connect with. Just because someone is famous in the world, doesn’t mean they’ll automatically connect with my audience(s).
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”?
1. First, consider Augmented Reality (AR) Experiences. It’s not enough for customers to just see a product anymore; they want to experience it in their own world. AR lets them do just that. Think of how IKEA’s app allows people to visualize furniture in their own homes before making a purchase. It’s immersive, interactive, and brings the product to life in a way that static images or descriptions simply can’t match.
2. Next, there’s the power of Cause-Related Marketing. This is about more than just promoting a product; it’s about aligning your brand with a cause that your audience cares deeply about. TOMS’ “One for One” program is a prime example — every purchase directly benefits someone in need, creating a powerful connection between the consumer and the brand. It’s marketing with a heart, and it resonates on a deeply emotional level.
3. Branded Podcasts are another strategy that’s been making waves. In an age where people are constantly on the move, podcasts provide a way to engage with your audience in a more intimate setting — right in their ears. HubSpot’s “The Growth Show” does this brilliantly, turning business insights into compelling narratives that listeners can engage with during their daily commute or workout.
4. Then there’s the power of Experiential Installations and Pop-Up Events. These experiences engage all the senses, drawing people into the world of your brand and (usually) garners epic user-generated content. Nike’s pop-up shops, or whimsical installations like the Museum of Ice Cream, don’t just sell a product — they create a memory. It’s about leaving a lasting impression that goes far beyond a purchase.
5. Lastly, let’s talk about Social Media Takeovers. In a world where authenticity rules, letting influencers or even customers take control of your social media channels for a day can bring a fresh, relatable perspective to your brand. Airbnb’s #OneLessStranger campaign did just that, allowing real stories to unfold and connect with a global audience in a way that felt genuine and unscripted.
What challenges might companies face when transitioning away from traditional marketing strategies, and how can they overcome them?
With a desire to reach the present and next generation, a major challenge to anticipate is the new method of obtaining and managing brand trust and authority. Authenticity is currency and the moment a counterfeit is detected, value can plummet. It’s immensely important to understand the power of vulnerability and transparency when deploying marketing campaigns.
For instance, most organizations historically favor highly-produced approaches when it comes to content, however recently, raw imperfect expressions are the ones connecting with audiences and garnering major results. During a 2023 Super Bowl commercial, we watched Kanye West in a poorly-lit 16:9 Selfie Video announcing new merch on his website. No models. No representation of the clothes. Though the 15-second commercial shot on front-facing camera phone clearly cost nothing to produce, the slot it aired in cost $7 million. Within one week, the website garnered $120 million in sales. We may not have $7 million for the Super Bowl slot, but we can focus on strong brand connection. It’s clear imperfect content with strong brand connection beats perfect content with little brand connection every day of the week.
The perceived public imperfections may be bristling! That will be the most challenging part to overcome for some. Be courageous!
How do you measure the success and ROI of these new marketing strategies?
This answer is inseparable from one’s present goals. Varying campaign priorities including but not limited to brand awareness, community expansion, thought-leadership elevation, and increased sales have differing key performance indicators to consider. If brand awareness is most important, we monitor things like earned media and digital engagement. If community expansion, monitor follows and subscriptions. If thought-leadership elevation, monitor incoming speaking and podcast requests. If increased sales, monitor the top line! These measurements of success and observations to monitor aren’t exhaustive but serve as an example of how to start with goal, then determine what the best data points to observe to ensure you’re staying on track.
Looking forward, how do you see the role of innovative marketing evolving in the next 5–10 years?
Emerging tech like augmented reality, virtual reality, artificial intelligence and others will continue to revolutionize the way people learn, love, lounge, and locate brands of their choice. Over the next 5–10 years, because customers and community members will likely be engaging in places or on platforms they’ve never been, it’s likely we will need to wield unprecedented strategies to reach them. Being able to perceive change, innovate quickly, and pivot smoothly will be an organization’s superpower.
What advice would you give to business leaders who are hesitant to move away from traditional marketing methods?
My advice is simple: don’t be afraid to step into the future while respecting the past. Traditional marketing methods have their place, but it’s clear to see the landscape shifting rapidly. If today’s consumers expect more — by way of interaction, authenticity, and experiences that resonate on a personal level — what can we expect from tomorrow’s consumers? The bigger question then becomes, do we want to be brands that exist beyond today? If so, innovation and pivoting is required.
Can you share any upcoming initiatives or plans you have for further innovating your marketing strategies?
In this era of AI, I’m committed to sharpening my understanding of artificial intelligence and its impact on business and marketing. I’ve recently completed executive training at Wharton School of Business and MIT, specifically around artificial intelligence and the Metaverse, and its implication on business and marketing strategy. It’s unprecedented in human history that everyday American’s have access to this scale of expanded computing capabilities, enabling them to dig deeper into human psychologies, behavioral analysis, and more, ultimately informing more powerful marketing approaches. I’m going to soak up and implement as much as I can.
How can our readers follow your work and learn more about your approaches to modern marketing?
I recently launched the INSPIR3D Media YouTube channel, creating conversation around the latest technology advancements and the implications on modern marketing and business. On LinkedIn, I share updates related to the various creative campaigns I oversee, drop marketing gems and give personal brand insights.
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: Tres Carter Of The Center of Science and Industry (COSI) On 5… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.