In a recent article, I made reference to a print-buyer-oriented software solution called BISON that I ran across at the drupa innovation parc, and promised to write about it in more detail.  Since that time, I have also spent time looking at another buyer-oriented software solution from Toronto-based Prinova called messagepoint.  Both are examples of how the printing industry stands to lose its grasp on the high margin, value-added services associated with the development and delivery of integrated marketing campaigns. So here is the scoop …

This product is currently being marketed to print buyers in Germany but is a great example of the power of integrated marketing campaigns being placed in the hands of buyers of print. Developed by Mehrkanal, BISON stands for Brand Integration System Online.  It operates as a hosted, software-as-a-service (SaaS) offering and starts at €10,000 with no license fees, plus professional services fees for customization. Since the web site is in German (the English site is under development), an English version of the brochure can be downloaded here.

In effect, it is a web storefront offering for brand owners that allows users to easily select and execute an integrated marketing campaign using a web browser.  The demo example that was used was a chain of hair salons.  The individual hair salon operator really needs to know nothing about marketing, graphic design, campaigns or anything else.  They simply select a promotion from the list, select a style for the ads, enter a price, and choose the media—it could be a web banner, an ad for their own web site, a TV commercial or email campaign, SMS messaging, or even print—in the form of direct mail and/or point-of-purchase signage.  The software then offers a proof (either a PDF, Flash, or the opportunity to send a text message to your own phone), and the salon operator approves and then uploads a list if mail, email and/or SMS are chosen.  The process takes less than 10 minutes and an integrated marketing campaign is on its way to recipients. The operator can even choose to download a Flash version of the TV commercial to use on screens in the shop.