Promosalons

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.

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

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

• Trade show promotion
• International exhibition services
• Exhibitor commercialization
• Visitor recruitment campaigns
• B2B event marketing

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core 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

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

21 partnerships are on record, tiered core, flagship and regional.

• Business FrancecoreStrategic or Co-development Partner · 1 January 1967Key institutional partner supporting French trade shows and business tourism internationally. Represented on Promosalons board.
• CCI Paris Ile-de-FrancecoreStrategic or Co-development PartnerParis Chamber of Commerce and Industry, major stakeholder in Promosalons and French trade show infrastructure. Represented on board.
• CCI France InternationalcoreChannel Partner/ Reseller/ DistributorNetwork of French Chambers of Commerce and Industry abroad that support Promosalons in promoting French trade shows globally.
• Atout FranceflagshipStrategic or Co-development PartnerFrance's official tourism development agency, partner in promoting France as a destination for international business events and trade shows.
• UNIMEVcoreStrategic or Co-development PartnerFrench exhibition and meeting industry association, key partner for industry data and collective promotion. Represented on Promosalons board.
• VipariscoreStrategic or Co-development PartnerMajor French venue operator for trade shows and events in Paris region. Represented on Promosalons board.
• DGE (Direction Générale des Entreprises)coreStrategic or Co-development PartnerFrench Ministry of Economy, representing government support for trade show industry. Represented on Promosalons board.
• Comité des Expositions de Paris (CEP)coreStrategic or Co-development PartnerCommittee of Paris Exhibitions, key institutional partner for Paris trade shows. Represented on Promosalons board.
• French Chambers of Commerce and Industry (CCI France-Vietnam)coreChannel Partner/ Reseller/ DistributorPartnership with CCI France-Vietnam for operating Promosalons Vietnam office since 2004.
• Chambre Tuniso-Française de Commerce et d'IndustrieregionalChannel Partner/ Reseller/ DistributorTunisian-French Chamber of Commerce and Industry that established Promosalons Tunisia office in 1998.
• ComexposiumflagshipStrategic or Co-development PartnerMajor French trade show organizer (Group), represented on Promosalons board. Member organizer with multiple trade shows in the network including SIMA, VINEXPO, and others.
• RX FranceflagshipStrategic or Co-development PartnerMajor French trade show organizer (formerly Reed Exhibitions), represented on Promosalons board. Member organizer with events including EquipHotel, Pollutec, and others.
• JEC GroupflagshipStrategic or Co-development PartnerFrench trade show organizer for composites industry, represented on Promosalons board. Organizer of JEC World.
• SIAE (Salon International de l'Aéronautique et de l'Espace)flagshipStrategic or Co-development PartnerOrganizer of Paris Air Show, represented on Promosalons board. One of the world's largest aerospace events.
• SAFIcoreStrategic or Co-development PartnerFrench 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)regionalChannel Partner/ Reseller/ DistributorPartnership established in 2004 to operate Promosalons Vietnam, promoting French trade shows in Vietnam and Cambodia.
• Centaure CommunicationregionalChannel Partner/ Reseller/ DistributorMarketing 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)regionalChannel Partner/ Reseller/ DistributorCo-location partnership for Promosalons USA presence in New York, combined with Business France New York.
• MEDEFcoreStrategic or Co-development PartnerFrance's largest employers' federation, represented on Promosalons board.
• Conseil régional d'Ile-de-FrancecoreStrategic or Co-development PartnerParis Region Council, representing regional government support for trade shows. Represented on Promosalons board.
• Mairie de PariscoreStrategic or Co-development PartnerCity 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

Broad 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

• YouTubeyoutube.com/channel/UCaTbQznsW1Ir1wM7KXup9UQ
• Xx.com/PromosalonsInfo
• Facebookfacebook.com/promosalons

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Promosalons