Systematic Brand Management by MEHRKANAL (Cary Sherburne)

Systematic Brand Management
Watch for my next article where I will talk about MEHRKANAL’s brand management application in the larger context of the upstream migration of capabilities that places more control in the hands of the document owner or print buyer.  There were a number of print-buyer-specific applications being shown in the drupa innovation parc amongst the 100+ companies demonstrating there.  Although I have to admit that I did not visit all 100 companies, the MEHRKANAL application particularly caught my eye. 

MEHRKANAL's brand management solution is a very simple interface that can be used by organizations to execute a wide variety of marketing campaigns, ranging from web banners and email campaigns, to TV, SMS and even print.  The brand owner establishes the campaigns and templates for each channel of communication, and the agent or franchisee simply enters a price, selects a motif, chooses the channels and is done.  An agent or franchisee can literally launch a multichannel campaign in 10 minutes or less.  If there is a printed component, a PDF is sent to a predetermined print service provider partner, with a mailing list, if appropriate, to get the piece produced and in the mail.  I was told by several purveyors of this type of application who were exhibiting in the innovation parc that their efforts were motivated by the perception that print service providers were not moving quickly enough to adopt web-to-print and other multichannel capabilities and marketers wanted more than was being offered by the printers. They were, in effect, taking control. More on this later…

Innovative Applications
A small German company, MEHRKANAL, was showing one of the most interesting applications I saw in the Drupa innovation parc. Called MEHRKANAL Brand Management Solution. The demo example featured a chain of franchise hair salons called StudioCUT.

In the background, the franchisor had provided a range of templates for various types of ads and marketing campaigns that could be used by the franchisor. This benefits both parties, since the franchisor - the brand owner - can control the messaging, look and feel, and content of materials used to market its brand. The franchisee has access to effective, professionally designed marketing materials that can be customized and deployed with the click of the mouse in a few short minutes.

Of course, online Web banners, e-mails and a printed direct mail campaign were among the choices, but the application also manages content to be used for point-of-sale materials, mobile communications and ads on the franchisee’s Website, newspapers and television. The franchisee simply logs in, selects the campaign and a haircut price, and is presented with a selection of advertising mechanisms. This has taken less than 30 seconds at this point.

For each of the eight communications options offered, only three of which are print, the franchisee has the ability to test the campaign. If he or she selects an SMS or e-mail campaign, a test message can be sent to the franchisee’s phone or e-mail box. For printed pieces, a PDF proof is available. Television ads are shown online, and can even be converted to Flash to be shown on monitors in the shop. Once the selection of ads is complete, lists are uploaded as appropriate—and that is it.

Fast. Simple. Painless. Fun! And, yes, the printer will be delivering the printed communications. But keep in mind that up to this point in the process, the printer has had no involvement. Mehrkanal collaborated with the franchisor to design and load all the materials and customize the site. The printer, however he or she is chosen, gets a PDF to print and mail or ship.

Author: Cary Sherburne