16/11/2016 » Proel Creates Market Acceptance in Benelux with Axiom and Sagitter Brands


Heuff Sound and Vision, Proel's Dutch distributor for the Axiom professional loudspeaker and Sagitter professional lighting brands, hosted a Demo Day in October at the Zalencentrum de Breehoek in the Scherpenzeel Municipality of the Netherlands, about one hour south east of Amsterdam. Attracting over 50 sound and lighting professionals from many areas of Holland and Belgium, the demonstrations and workshops focused on the new Axiom AX800A compact line array and complementary SW1800A double 18" powered subwoofer; the CX15A powered 15" stage monitor; several models from the Sagitter lighting range including the new Quiver DMX controller; and products from the Proel Sound Systems range.

Intended to provide a balance of product experience, education, and social interaction, the demo event provided an introduction to the Proel company, its background, and its professional brands for Heuff's customers, some of whom travelled up to 200km from all over the Benelux area to attend. The morning session was opened by Heuff's marketing director Edwin in 't Veld, followed by an overview of the new Sagitter products presented by product specialist Franco Natali.

After lunch the Axiom line array had to prove itself to a critical audience unfamiliar with the brand, and made a good impression straight away. The system consisted of six a side AX800A line array modules aimed to minimise reflections from the room's side walls, plus four SW1800A powered subwoofers evenly spaced across the floor. Daniele Massaccesi, Proel's export sales engineer, reported that the sound image was even and precise throughout the room consistently from low to high frequencies. After the official demonstration there was time to listen to special request tracks and to gain a more personal and specific appreciation of Axiom's performance, for example listening at a higher SPL which was a personal request from a customer.

Heuff MD Edwin Heuff commented that many people liked the educational approach of the Axiom demo. "It is useful for people to understand the technology involved in, for example, the transmission line back loading that creates the AX800A's natural cardioid behaviour, and in that way they will appreciate more easily its impressive performance," he said. "As a result of the demonstration the system is now a contender for a large fixed install in a sporting room, and negations are already under way to expand the rental stock of one of our live sound rental company clients.

"We also got a lot of interest in the Sagitter Quiver DMX controller, and being able have a hands-on approach was appreciated, resulting in sales of a few units immediately during the following week and some follow up demo requests from customers. The Quariux and LTBEAM10R also made a good impression in terms of their price to performance ratio. This was a good start to presenting the Sagitter catalogue.

"We received several compliments on the choice of location and well organised event. I very much appreciated the support of Proel's product specialists Daniele Massaccesi and Franco Natali, who played a big part in making this event such a success."