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Think outside your walls to find innovative ways to tell your story to new people. One such unconventional communications avenue for nature organizations is the "grocery store"...and to refine that even further...the "convenience store".

McLane Company has grown from a local merchant to an international distribution and logistics leader. They are the largest supplier to convenience stores nationwide -- and provide services to more than 50,000 customer locations around the world including:
* Convenience Store
* Mass Merchandisers
* Quick Service Restaurants
* Drug Stores
* Movie Theaters

McLane Company services every state and county in the United States from 32 grocery and foodservice distribution centers. Formerly owned by Walmart, it is now owned by Berkshire Hathaway.

By talking with a few convenience store managers, or movie theater managers, you can innovatively figure out what their customers might be interested in. Maybe there are a lot of young parents...and their children might like a guide to local wildlife. Maybe bird migration brings interest in feeding a local, favorite species -- and a bag of organic birdseed can educate the local residents on the value of the birds, as well as the value of organic farming and food to both people (and their wild friends) and protecting natural resources of water, air and land.

Loss leaders are often used by businesses to educate and attract new customers. The same concept might apply with your initial ventures into new outreach opportunities, but if you just dip your toe in a bit, you'll start to understand how you can improve your strategy and best reach your marketing goals.