Once you have developed high-quality, personalized, accessible, and affordable services that clients are willing to recommend to others, you need to promote or publicize these services. Unsolicited word-of-mouth recommendations will effectively reach part of your target populations, but you will need additional promotional techniques to reach those who have not heard about your services. You should design your promotional efforts to offer images and messages about your services that respond to the identified needs and preferences of your target populations. Images, or combinations of words, pictures, shapes, colors, and sounds, provide the first impression of your organization. If people like the image you project, you can attract them to your organization. If your promotional campaign is to succeed in creating loyal clients, the services they receive during their visit should be customer-friendly and meet their needs and expectations.

One of the most creative and dynamic steps in marketing is identifying promotional techniques and suitable messages, that, within the constraints of your resources, will best communicate key ideas to your target populations to motivate their use of your services. Tailor your techniques and messages for target audiences carefully so that they will help you meet your marketing goals. Depending on the needs of your populations, consider low-cost techniques that promote:

• basic information about your services;
  


• the image of your services.