North Little Rock, Arkansas printing firm CustomXM has been watching the increase in digital communication over the last few years and has developed an interest in QR codes as an important tool to bridge the gap between the print and digital worlds.
Its CFO and president, Paul Strack, has said that they’d been keeping an eye on these two dimensional codes and has seen the tremendous potential they hold.
Chief marketing officer Jason Pinto from interlinkOne, a marketing software provider from Boston, elaborated on the benefit of the codes, saying that “QR codes make printed pieces interactive.”
Earlier this year, Strack had placed a two-page advertisement in the local business newspaper publication. One side of the ad was an image of the back of his head, and the other side was the front of his head. His mouth was covered by a QR code and directions were provided for using it.
Those who scanned the code were provided with a video of his mouth as it was speaking. It explained the services offered by CustomXM, with information that would be useful to them. Stack was able to track the user responses and discovered that among the approximately 4,000 readers of the newspaper, about 5 percent of them scanned the code with a mobile device.
Furthermore, the ad also drew the attention of a number of c-level executives, who have contacted Strack about possible future projects together.
Though QR codes have yet to hit the American mainstream, it is very clear that their recognition and use is steadily on the climb.