Marketing the Unexpected: How Cathy Nesbitt Turned Worms into a Media Hit
Would you ever believe that worms and laughter could be the foundation of a successful business—and a killer marketing strategy?
In this episode, Hayley Bohan sits down with Cathy Nesbitt, founder of Cathy’s Crawly Composters, to dig into the dirt (literally!) on unconventional marketing, media magnetism, and how staying rooted in purpose can power your brand visibility.
Guest Introduction: Cathy Nesbitt is a health and sustainability advocate, a multi-award-winning entrepreneur, and the founder of three eco-minded ventures: Cathy’s Crawly Composters, Cathy’s Sprouters, and Cathy’s Laughter Club. Based just north of Toronto, Cathy has been transforming perceptions of composting for over 23 years—and she’s been featured in over 300 media stories for her efforts.
Summary: Cathy shares her incredible marketing journey, from launching a worm composting business nobody wanted to touch, to becoming a sought-after media source and workshop leader. She dives into:
- How she used timely press releases and current events (like the 2002 Toronto garbage strike) to generate buzz.
- Why educating through schools became her gateway strategy.
- How laughter yoga helped her combat burnout—and became her next marketing tool.
- Her grassroots approach to visibility: showing up everywhere, pitching creatively, and saying “yes” to media.
Marketing Takeaways:
- The power of press releases in positioning yourself as a solution.
- Why passion-fueled persistence outperforms polished strategies.
- How leveraging personal quirks and authenticity makes your business magnetic.
Resources & Links:
- Cathy's Crawly Composters Website
- Free Laughter Yoga Tuesdays
- Cathy's YouTube Channel
-
Cathy's Linked In
- Marketing On Purpose
Got an unconventional business idea? This episode will convince you to stop hiding and start pitching! Subscribe, leave a review, and join our marketing community over at Marketing On Purpose.
