FXA customers and prospects across the country may have come across marketing material from the shadowy ‘Printers Freedom Front’ (PFF) since the campaign was first launched back in early March.

The vendor, which is using the trade show to promote its software-as-a-service offering as well as digital hardware and software, said that it wanted to make this year’s PrintEx11 about more than just the “standard product launches”.

Production workflow marketing manager Stephen Ball said: “PrintEx is our biggest marketing activity for the year. Like PacPrint, we have our standard product launches but PrintEx is also great forum to have a voice and present what we stand for.

“Over the past 12-18 months, we have tried to move away from just feeds and speeds; that should just be part of any conversation.”.

“The whole reason that we formed the PFF is that our customers are faced with ever present challenges of staying relevant, profitable, successful in the modern print environment.

“They are all struggling to find new ways of being efficient and to drive cost out,” he added.

One important aspect of the campaign has been the use of QR (quick response) codes. These barcode-style symbols can be scanned by a mobile device and drive users to a web page, allowing printers to “provide that immersive experience for customers”, said Ball.

As well as directing users to the PFF website, Fuji Xerox is using QR codes as part of a ‘game’ running in the lead-up and during PrintEx11. People can scan QR codes in press ads and at locations around the show to earn points and win prizes.

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