Marketing That Feeds the Soul: Building Loyalty Through Real Relationships with Sonia Strobel

If traditional marketing feels like a noisy echo chamber of reels, funnels, and fake connection — this episode will feel like a breath of fresh, ocean air.

In today’s episode of Daring Dreams: Heart & Strategy in Small Business Marketing, Hayley Bohan sits down with Sonia Strobel, co-founder and CEO of Skipper Otto, one of the first community-supported fisheries in the world. Sonia isn’t just selling seafood — she’s redefining how we market, how we connect, and how we build lasting loyalty through genuine relationships. From launching Skipper Otto on a scanned-photo website and 40 mailed-in checks to building a thriving B Corp with over 8,000 members and 45 fishing families, Sonia’s story is full of inspiration, grounded leadership, and marketing wisdom rooted in purpose.

What We Cover in This Episode:

• How Skipper Otto flipped the seafood industry by putting people and sustainability first
• The marketing power of storytelling and actually knowing your customer
• Why Sonia focuses on relationship-building over ad budgets — and gets 80% year-over-year retention 📈 The systems Sonia built to support team trust, leadership, and long-term growth
• How Skipper Otto uses customer-fisher connection as their secret marketing weapon
• Creative campaigns that build emotional bonds (hint: secret Santa letters from customers to fishers!
• Why purpose-built businesses need to define “enough” and ignore the growth-at-all-costs model
• Sonia’s approach to letting go of control as a founder — and why it’s crucial for scaling with soul

Marketing Takeaways You’ll Love:

• Marketing is trust-building.
• Relationship-first companies don’t need aggressive funnels — they build movements.
• Genuine connection > algorithmic tricks.
• What Sonia’s doing can’t be faked — and that’s exactly why it works.
• Embrace slow marketing. You don’t need to “go viral” to create deep, lasting impact.

More About Sonia Strobel & Skipper Otto: Sonia is a former high school teacher turned trailblazing entrepreneur. Since 2008, she’s led Skipper Otto in reshaping the seafood industry with values like transparency, community, and living wages. She’s also a passionate advocate for food system reform, small-scale fishers, and mentorship for purpose-driven businesses.

Resources & Links: 👉 Learn more or become a member at skipperotto.com 👉 Follow Skipper Otto on Instagram@skipperotto 👉 Connect with Sonia Strobel on LinkedIn 👉 Check if Sonia’s service area includes your region — and sign up for updates at skipperotto.com.

Connect with Hayley Bohan: ✨ Website: marketingonpurpose.ca 📱 Instagram: @hayley_bohan

🎧 Loved this conversation? Share this episode with a business buddy who’s tired of soulless marketing. And don’t forget to subscribe so you never miss a dose of heart + strategy.