An important partnership, which has relaunched Maxell video projection solutions for fixed installations on the Italian market: Lorenzo Seneci, Maxell product manager of Adeo Group tells us about it.
In June 2019, the Adeo Group challenge: to bring Maxell professional video projectors to Italy, confirming itself as the reference distributor for high-end solutions. Specifically, we are talking about a wide choice of laser technology proposals, with models that reach up to 8000 lumens, a contrast ratio of 30,000: 1, interchangeable optics and 20,000 hours of use without maintenance. Of which combine value-added services in pre and post sales, accompanying customers in the development of cutting-edge projects.
Today, after more than a year, we find ourselves taking stock of the successes and strategies of this collaboration with Lorenzo Seneci, Maxell product manager of Adeo Group.
Connessioni – How was the collaboration born and with what objectives
LS – The collaboration was born with the aim of launching on the Italian market what for Maxell is the Hi-End video projection line, or the one dedicated to the professional installation market.
The first goal was to create brand awareness and convince our customer database that a distribution network had finally been launched in Italy too, with an eye to Maxell’s Pro products, certainly better known for Hitachi’s background. Convincing customers was not difficult: we were the first at Adeo to be impressed by the high quality of the products, especially the Laser LCD line. A marketing campaign, a roadshow and a particular attention to demo requests from dealers were certainly the key to achieving this goal.
The second goal was to make constant growth of the brand’s turnover after the first launch phase. Thanks again to the high quality of the offer, we can say we reached the target here as well. In fact, those who have installed the brand tend to propose it again and insert it in the projects and tender specifications.
C – What new market segments have you reached with Maxell?
LS – In reality we went to cover already known sectors: mainly corporate, government, university and museum ones. At the moment the corporate is reserving us a lot of satisfaction, where historically quality is appreciated more than elsewhere. Unfortunately, however, the pandemic partially precluded the rental market, which shortly before lockdown had shown great interest in the 7000 and 8000 lumen laser machines with interchangeable optics, protagonists during the roadshow. Obviously, this type of investment is postponed. However, the health emergency has opened up an interesting scenario: distance learning. In this context we can offer an all-in-one solution with the Lecture Capture Station MA-XL1.
C – How do you manage customer assistance, also in collaboration with the parent company?
LS – Given that we still have our backs covered thanks to Maxell’s Italy team, our proposal is the same for all the brands in the catalogue: when a dealer needs assistance, he always interfaces in the first place with our technical department and with our product managers. We find it unprofessional that a customer, perhaps loyal and used to talking to our staff, should find himself in the hands of an unknown contact just when he is faced with a problem. After this first verification step, we examine how to proceed according to a process that still sees us involved in each step. Additionally, the Maxell service centre for spare parts and repairs is in Italy, which is a significant plus.
C – Some “milestones” of this period of work.
LS – Unfortunately, due to the pandemic, it is really difficult to sum up precisely. 2020 has been decidedly anomalous, so drawing data from it could be misleading. If we really want to look for crucial moments from the beginning of distribution, the Roadshow has been successful in each of its stages. In addition, we first showed the LCD and ISE 2020 laser line-up, where we were able to launch our distribution agreement.
C – A final comment on this collaboration.
LS – Inserting a brand of a certain weight in the catalogue is always a great challenge, even more so if the brand – although it has a historical and important background like Maxell – is a new entry in a complex sector such as video, where it is easier to lose than to gain credibility. With Maxell, the numbers are proving us right despite the difficult year for the sector, so we have gone beyond expectations in terms of market share: we believe it is a great achievement. These goals are achievable only if the basis is a product that makes quality its strong point.
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