Question

An employee said, "Design of our brochure is not important. We make a slight profit on each toll call a customer makes because they have questions about the product. Better design will lead to fewer calls and less profit for this cost center."

In 250 -300 words, react to this in a memo format.

Answer 1

Well this can be answered in both negative and positive ways, it depends on the perception of the reader also. From the view of organization we can speak about the positives it will have if we design the brochure badly and negatives too. Let us now discuss some of the implications on this.

The main positive if we design a brochure badly or without proper content will be the money we get from the call customers make. Yes, and that's the only thing we're getting from designing our brochure badly. But let us know think out of the fence, if we design our brochure badly we may have the following implications:

• Design of the brochure serves as a purpose of marketing our product or service, it is simple if the brochure is good and attractive people will look into and buy our product or avail our services. If it bad or unattractive or non informative it will just be a piece of paper to the reader. So we have to careful in designing our brochure or any other marketing stuff.
• If we Design our brochure properly and attractive we may get calls regarding the orders too. Every business has a need to look into the future and take decisions. Organization shall be future oriented and it's decision too. So a well designed brochure will help in gaining customer base as well as getting potential customers also.
• So by this we can understand that our decisions are to be future oriented not short term oriented. So it the top level decision to order the designs and marketing departments decision to market such brochures.
• A better design may be not serve as a profit making thing as of now but in the long term it may turn to a cash cow. So always converting our short term objectives into long term objectives will help to survive in the market.

By this we can understand the whole concept of long term implications and short term implications too. Always base you decision on the surveys you make and by analyzing the competitors paths also. Observe their brochure designing techniques and understand the repose from the customers they have and try to follow that approach in the worst case.

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