In the year of its 55th anniversary Hensel is optimizing its sales strategy.

For the first time since 1974, HENSEL-VISIT, a leading designer and manufacturer of high- quality flash and continuous lighting systems for photographic and industrial applications, based in Wuerzburg, Germany, will not have its own exhibition stand at this year's photokina in Cologne. The company is moving away from the regular intervals of large public trade fairs and shifting its focus on smaller specialist events. “As the big traditional trade shows lose their importance to us in terms of bottom line, we will be increasingly involved in one-off and regional events favoured by prosumers and visitors from the industry,” says Hensel Managing Director Guido Puttkammer.

Hensel already uses these platforms, but in the future wants to expand on its activities in this area. “Seminars and workshops, photo festivals and local exhibitions beyond pure photography fairs offer much better opportunities for us to present our products to potential customers" says Guido. “The relaxed atmosphere of these events provides more time for shoptalks. Without the hustle and bustle or colorful distractions of the big shows there's more time for focused, direct discussion and a solution with a product-oriented approach.”

It’s been apparent for some time now - and not only to Hensel - that the industry is changing, due to digital transformation and ever shorter innovation cycles among other things. “The faster pace of life is ubiquitous,” says Guido. “Long-term investments are on the decline, and the numbers of professional photographers, dealers and distributors taking the time to visit exhibitions open to the public are dwindling.”

That is why Hensel has adopted a faster and more effective sales strategy: New products will be introduced independently of the major trade fairs, and comprehensive information on the latest developments will be immediately available to the public on digital channels.

But Hensel will be at photokina 2018 after all, although not as an exhibitor, but as a service provider. The long-established company will put the stands of selected partners in the right light and of course be on site in Cologne for personal support.

In addition, there will be some special offers to celebrate the company's 55th anniversary during the trade fair period in September. Professionals can obtain information from their local Hensel dealers or get personal advice from a Hensel sales representative in their own studio. “Our customers don't have to come to us" says Guido, “because Hensel will go to see them.”