Promosalons
Promosalons is a Paris-based non-profit association founded in 1967 that promotes and commercializes French B2B trade shows internationally through a network of 50 offices in 80+ countries, serving French trade show organizers, international exhibitors, and institutional partners across 20 industry sectors.
- Company typePrivate
- Founded1967
- HeadquartersParis, France
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Promosalons does
Promosalons is a Paris-headquartered non-profit association (Association loi 1901), founded on April 14, 1967, that promotes and commercializes French B2B trade shows internationally. The organization represents 60 of France's 80 international trade shows across 20 industry sectors and operates a network of 50 offices covering more than 80 countries, staffed by bicultural experts who provide local market knowledge in each territory. Major represented trade shows include SIAL Paris (food), SIAE Paris Air Show (aerospace), EQUIPHOTEL (hospitality), SILMO (optics), INTERMAT (construction), World Nuclear Exhibition, EXPOPROTECTION, SOLUTRANS, and several regional editions of SIAL and VINEXPO in Asia, Africa, and the Americas.
The organization's core service offering spans four pillars: visitor promotion campaigns (direct marketing, digital marketing, press relations, social media, relationship marketing), commercialization services (exhibitor recruitment, retention, market research), market studies and intelligence (feasibility studies, country focus reports), and international event co-organization. Underlying the service delivery is a digital and marketing technology stack consisting of CRM and reporting tools for monitoring exhibitor/visitor relationships across the network, a five-language web platform (French, English, Spanish, German, Italian), and a dedicated 15-person digital department handling audience acquisition, Google Ads, social campaigns, landing page creation, and KPI tracking.
Promosalons generates revenue primarily through annual membership fees (calculated as 8% of each member's visitor promotion investment, capped at €9,600 per year with a €2,000 minimum) supplemented by professional services fees for visitor promotion campaigns, exhibitor commercialization, co-organization of events outside France, and digital marketing services, with country offices providing individually quoted fees. The organization is governed by a 24-member Board of Directors split evenly between 12 trade show organizers (Comexposium, RX France, JEC Group, SIAE, SAFI, Vinitech) and 12 institutional partner representatives (Business France, CCI Paris Ile-de-France, DGE, UNIMEV, Viparis, Mairie de Paris, MEDEF, Conseil régional d'Ile-de-France), with strategic operational support from CCI France International and the global network of French Chambers of Commerce.
Promosalons firmographics
Firmographics- Name
- Promosalons
- Legal name
- Promosalons
- Website
- https://promosalons.com
- Company type
- Private
- Founded year
- 1967
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Promosalons is a Paris-based non-profit association founded in 1967 that promotes and commercializes French B2B trade shows internationally through a network of 50 offices in 80+ countries, serving French trade show organizers, international exhibitors, and institutional partners across 20 industry sectors.
- Ownership category
- akta.pro rank
Promosalons industry classification
Industry- Product category
- Trade Show Promotion Services
- NAICS
- Convention and Trade Show Organizers (56192), Advertising Agencies (54181)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- General & Multi-Industry Trade Show Organizers (THAHABAA)
- akta.pro secondary industries
- Industry-Specific B2B Trade Show Organizers (THAHABAB), Sales Promotion Management (Coupons, Rebates, Sampling, Sweepstakes) (MPAAAJAE)
Keywords
Where Promosalons is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices8 records
Markets served
Promosalons business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Membership Fees: Annual membership fees based on 8% of the amount invested in visitor promotion (fees, direct costs, media plan). Capped at €9,600 maximum, minimum €2,000 per year. This provides access to the entire Promosalons network including 50 offices covering 80+ countries.
- Marketing Services - Visitor Promotion: Fees charged to trade show organizers for visitor promotion campaigns implemented by local offices. Services include direct marketing, digital marketing, press relations, social media, and relationship marketing tailored to each country market.
- Marketing Services - Exhibitor Commercialization: Fees for commercialization services including exhibitor research, acquisition and retention, market research, potential analysis, and presence at local trade shows to recruit international exhibitors.
- International Co-organization Services: Fees for co-organizing trade shows outside France, including feasibility studies for new events, local implementation, and ongoing event management support.
- Digital Marketing Services: Services provided by the 15-person digital department including audience acquisition, content marketing, digital campaigns (Google Ads, Social Media), landing page creation, digital event organization, and monitoring tools and KPIs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual Membership Fee |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
Promosalons product offering
Product offeringCore offering
Promosalons is a non-profit association (loi 1901) founded in 1967 that promotes and commercializes French professional trade shows internationally. Through its network of 50 offices in 80+ countries staffed by bicultural experts, it provides visitor promotion campaigns, exhibitor commercialization, market intelligence studies, and international event co-organization services on behalf of French trade show organizers.
Product overview
Promosalons is a global associative network promoting and commercializing French professional trade shows internationally. The organization represents 60 of France's 80 international trade shows across 20 industry sectors. Its core services include visitor promotion campaigns (direct marketing, digital marketing, press relations), trade show commercialization (exhibitor recruitment and retention), market studies and intelligence, and event co-organization internationally. The network operates through 50 offices serving over 80 countries with bicultural expert teams. The product portfolio includes major trade shows such as SIAL Paris (food innovation), EQUIPHOTEL (hospitality), SILMO (optics), INTERMAT (construction), SIAE Paris Air Show (aerospace), World Nuclear Exhibition, EXPOPROTECTION, DJAZAGRO, ALLFORPACK EMBALLAGE PARIS, SOLUTRANS, VINEXPO ASIA, MOUNTAIN PLANET, SIAL Canada, and SIAL Interfood Jakarta, spanning sectors including food, hospitality, optics, construction, aerospace, nuclear, security, packaging, transport, and mountain development.
Differentiator
Problem solved
Functional benefit
Products and services
- Visitor Promotion Services International visitor promotion campaigns for French trade shows including direct marketing, digital marketing, press relations, social media, relationship marketing, and pre-registration support. Delivered by local offices in their respective country markets.
- Commercialization Services International sales and marketing support for trade show organizers including exhibitor research, acquisition and retention, market research, potential analysis, and presence at local trade shows to recruit international exhibitors.
- Studies and Market Intelligence Economic and sector-specific market monitoring, benchmark studies, country focus reports, and feasibility studies for trade show creation or expansion, providing market intelligence to organizers and institutional partners.
- Event Co-organization International event coordination and co-organization services outside France, including feasibility studies for new events, economic analysis, benchmark studies, networking with local stakeholders, and full event execution support abroad.
- Digital Marketing and Communication Services Digital services including audience acquisition, content marketing, digital campaigns (Google Ads, Social Media), landing page creation, digital event organization, and monitoring tools with KPI tracking, delivered by a 15-person digital department.
- Promosalons Network Membership Annual membership providing access to the entire Promosalons network of 50 offices in 80+ countries, including worldwide visibility, personalized advisory, sales network coordination, and participation in collective promotional actions. Membership fee is 8% of annual visitor promotion investment, capped at €9,600 with a €2,000 minimum.
Quantifiable outcome
- 8% ROI on average for every 1 Euro invested in trade show participation (1/4 during event, 3/4 in following 3-10 months)
- +1 more outcomes
Companies that use Promosalons
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
Promosalons technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Promosalons partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core, flagship and regional.
- Business FrancecoreKey institutional partner supporting French trade shows and business tourism internationally. Represented on Promosalons board.
- CCI Paris Ile-de-FrancecoreParis Chamber of Commerce and Industry, major stakeholder in Promosalons and French trade show infrastructure. Represented on board.
- CCI France InternationalcoreNetwork of French Chambers of Commerce and Industry abroad that support Promosalons in promoting French trade shows globally.
- Atout FranceflagshipFrance's official tourism development agency, partner in promoting France as a destination for international business events and trade shows.
- UNIMEVcoreFrench exhibition and meeting industry association, key partner for industry data and collective promotion. Represented on Promosalons board.
- VipariscoreMajor French venue operator for trade shows and events in Paris region. Represented on Promosalons board.
- DGE (Direction Générale des Entreprises)coreFrench Ministry of Economy, representing government support for trade show industry. Represented on Promosalons board.
- Comité des Expositions de Paris (CEP)coreCommittee of Paris Exhibitions, key institutional partner for Paris trade shows. Represented on Promosalons board.
- French Chambers of Commerce and Industry (CCI France-Vietnam)corePartnership with CCI France-Vietnam for operating Promosalons Vietnam office since 2004.
- Chambre Tuniso-Française de Commerce et d'IndustrieregionalTunisian-French Chamber of Commerce and Industry that established Promosalons Tunisia office in 1998.
- ComexposiumflagshipMajor French trade show organizer (Group), represented on Promosalons board. Member organizer with multiple trade shows in the network including SIMA, VINEXPO, and others.
- RX FranceflagshipMajor French trade show organizer (formerly Reed Exhibitions), represented on Promosalons board. Member organizer with events including EquipHotel, Pollutec, and others.
- JEC GroupflagshipFrench trade show organizer for composites industry, represented on Promosalons board. Organizer of JEC World.
- SIAE (Salon International de l'Aéronautique et de l'Espace)flagshipOrganizer of Paris Air Show, represented on Promosalons board. One of the world's largest aerospace events.
- SAFIcoreFrench trade show organizer, represented on Promosalons board. Organizer of events including the Paris Boat Show.
- CCI France-Vietnam (French Chamber of Commerce and Industry Vietnam)regionalPartnership established in 2004 to operate Promosalons Vietnam, promoting French trade shows in Vietnam and Cambodia.
- Centaure CommunicationregionalMarketing and communication consultancy agency representing Promosalons Togo. Conducts market research and organizes fairs and exhibitions in Togo.
- FACC-NewYork (French American Chamber of Commerce New York)regionalCo-location partnership for Promosalons USA presence in New York, combined with Business France New York.
- MEDEFcoreFrance's largest employers' federation, represented on Promosalons board.
- Conseil régional d'Ile-de-FrancecoreParis Region Council, representing regional government support for trade shows. Represented on Promosalons board.
- Mairie de PariscoreCity of Paris government, partner in promoting Paris as a trade show destination. Represented on Promosalons board.
Scale indicators17 records
Recent moves6 records
Expansion highlights6 records
Promosalons competitors and assessment
Company assessmentBroad incumbents
- Koelnmesse: German trade fair organizer with international offices and global promotion of Cologne-based trade shows. Conceptually similar to Promosalons in promoting a national portfolio of shows internationally, but operates for-profit and runs its own venues.
- RX Global (formerly Reed Exhibitions): One of the world's largest exhibition organizers with a global portfolio of trade shows across multiple sectors including several Promosalons member shows (EquipHotel, Pollutec). Comparable as a major international trade show operator with global promotion capabilities, but operates for-profit and organizes events directly rather than promoting third-party shows.
- Informa Markets: UK-based global B2B events and exhibitions business running hundreds of trade shows across multiple industries. Comparable scale and international footprint in trade show organization and international visitor/exhibitor promotion, but for-profit and self-organizes shows.
- Messe Frankfurt: German-headquartered global trade fair organizer with 28 subsidiaries and sales offices worldwide. Comparable as a major European trade show promoter with international network reach, though focused on German shows rather than French ones and operating as an integrated organizer/exhibitor.
Regional players
- Fiera Milano: Italy's leading exhibition organizer, operating Milan Rho trade fair venue and hosting major industry trade shows. Conceptually comparable as a national trade show promotion entity, but focused on Italian shows and operating its own venue infrastructure rather than acting as a third-party promotion network.
- MCH Group: Swiss-based live marketing company operating major exhibition venues (Basel, Zurich) and organizing international trade shows (Art Basel, etc.). Comparable as a European trade show promotion and organization platform, though integrated venue operator rather than pure promotion network.
Direct peers
- Comexposium: One of the world's largest trade show organizers headquartered in France, organizing events across many of the same industry verticals (food, retail, security) as Promosalons' member shows. It is also a board member/customer but operates as a for-profit organizer with significant international presence, making it both a partner and adjacent competitor in international trade show promotion.
- GL Events: French-headquartered integrated event services company providing venue management, trade show organization, and event services globally. Comparable as a French event industry player with international reach, though broader in scope (venues, equipment, organizing) than Promosalons' promotional focus.
- Hyve Group (formerly ITE Group): UK-headquartered international exhibitions organizer running over 100 trade shows in emerging markets across multiple sectors. Comparable international trade show promotion model with similar cross-border focus, though for-profit and operating its own events in target markets.
Others
- UNIMEV (Union Française des Métiers de l'Événement): French exhibition and meetings industry association representing trade show organizers and venue operators. While not a direct competitor, UNIMEV shares representation on Promosalons' board and is part of the same French exhibition ecosystem, providing industry-level coordination that complements Promosalons' international promotion services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Promosalons social profiles
Digital presencePromosalons compliance and trust
Trust signalCompliance2 records
Promosalons financial estimates
Financial estimateRevenue estimate
Valuation estimate
Promosalons leadership team
Management profileNumber of profiles
Profiles10 records
Promosalons subsidiaries and ownership
Company hierarchySubsidiaries5 records
Promosalons funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Promosalons M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Promosalons
What does Promosalons do?
Promosalons is a non-profit association (loi 1901) founded in 1967 that promotes and commercializes French professional trade shows internationally. Through its network of 50 offices in 80+ countries staffed by bicultural experts, it provides visitor promotion campaigns, exhibitor commercialization, market intelligence studies, and international event co-organization services on behalf of French trade show organizers.
Is Promosalons a public or private company?
Promosalons is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Promosalons founded?
Promosalons was founded in 1967. It employs 51 to 100 people.
Where is Promosalons based?
Promosalons is headquartered in Paris, France, in the Europe region.
How does Promosalons make money?
Five revenue lines are on record. Membership Fees are the primary driver. The others are marketing Services - Visitor Promotion, marketing Services - Exhibitor Commercialization, international Co-organization Services and digital Marketing Services.
Who are Promosalons's main competitors?
Broad incumbents on record are Koelnmesse, RX Global (formerly Reed Exhibitions), Informa Markets and Messe Frankfurt. Regional players are Fiera Milano and MCH Group. Direct peers are Comexposium, GL Events and Hyve Group (formerly ITE Group). UNIMEV (Union Française des Métiers de l'Événement) is listed as an others.
Does Promosalons have an API?
No public API is recorded for Promosalons.
What industry is Promosalons in?
Promosalons's product category is Trade Show Promotion Services. Its primary akta.pro industry code is THAHABAA, General & Multi-Industry Trade Show Organizers, with a secondary code of THAHABAB, Industry-Specific B2B Trade Show Organizers. Its NAICS code is 56192 and its SIC code is 7311.