Okay, I hate this term, but I’m gonna use it: low hanging fruit. That’s how I would describe the opportunity to include a phone number on a print brochure.

Yes, a lot of brochures end up in the trash – I totally get that. But if you’re going to produce them anyway – for an event like Dreamforce, let’s say – why wouldn’t you include your phone number? According to our recent Call Intelligence Index, while mobile is driving 54% of calls to businesses, we found that 16% of calls still come from offline channels, like print collateral.

Even though it’s a small percentage, it’s incredibly valuable. Why? Because calls convert 10x more than web clicks. Callers are high-intent…when someone picks up the phone to call a business, they’re that much further down the funnel. They’re often ready to buy and just want to get a couple final questions answered by an actual human.

Anyway, with Dreamforce here in San Francisco, I wanted to do a little field research. How many B2B companies are including phone numbers on their brochures? A colleague and I picked up 89 brochures in both expo halls and here’s what we found:

  • 52% did NOT have a phone number listed anywhere.
  • Of the brochures that DID have a phone number, only 25% had a CTA along with the phone number.

A couple examples of what we found:

 

 

 

 

 

 

SalesLoft went for simplicity with just a logo. Nice and clean, but a missed opportunity when it comes including contact info.

Are You Missing A Massive Opportunity With Old-School Brochures?

 

 

 

 

 

 

 

 

On the back of Zuora’s brochure it feels pretty crowded with about four messages/taglines. They should have used some of that design real estate for contact info.

Are You Missing A Massive Opportunity With Old-School Brochures?

 

 

 

 

 

 

 

 

This product one-sheeter from Sift includes a footer with just about every way to get in touch EXCEPT the phone! I promise you, a call is going to convert much more quickly than a follow on Twitter.

Instead of making it an afterthought, I would encourage you to be more proactive about getting your sales line ringing! Start including a trackable phone number on not just print collateral, but content like eBooks, whitepapers, case studies and nurturing emails. Adding a phone number will get prospects on the line at the moment of highest interest, when you and your product are top of mind. Don’t force interested buyers into an unnecessary cooling-off period. Let them take action.

Want to learn more about the role of phone calls in the new customer journey? Download your copy of the 2015 Call Intelligence Index.

Laura Schierberl

Posted by Laura Schierberl

Laura Schierberl is director of content marketing and communications at Invoca. Prior to that she held positions at Oracle, Responsys and Hill & Knowlton where she honed her skills in all things PR, content and social media. Laura earned a B.A. in Spanish and Communications at Wake Forest University. Fun facts: she loves crime TV shows and her labrador has dabbled in modeling.

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