Group promotion: report

In the second half of 2013 Promosalons started a group campaign to promote French trade shows internationally. All the Promosalons delegations are taking part in this major project. Here is a progress report:

Operations in partnership with Paris Region Entreprises:
During the 2013/2014 period Promosalons co-organised 12 public relations and press operations for three sectors in partnership with Paris Region Entreprises (PRE). These events brought together professionals in the sectors concerned, institutions, associations, local journalists and representatives from the trade show industry, Promosalons and PRE. The operations were conducted in nine countries: Denmark, Finland, Germany, India, Italy, Japan, Morocco, Norway and Sweden.

In addition to these 12 BtoB events, the Netherlands led a multi-sector promotional programme in 2013 and 2014, and Russian journalists were invited to attend SIMA and SIA in 2015.

These international campaigns resulted in nearly 200 press mentions and reached more than 500 opinion leaders and influencers.
Promosalons Germany also carried out a study of German trade shows worldwide and presented it at a dedicated conference in Paris (cf Promosalons newsletter no. 50).

Financing Promosalons delegate missions at member trade shows:
In 2014 the Promosalons board of directors allocated a budget of €100,000 to supporting network delegate missions to member trade shows in the second half of 2014 and 2015.
This budget enables delegations who don’t know the trade show or haven’t seen it for a long time to visit it so they can promote it more effectively in their own country. During their mission they also welcome and support journalists, partners and buyers, adding value to customer visits.
20 delegations and 7 trade shows have already received this support (Equip’Hôtel, Emballage, Piscine, Pollutec, SIAL, SIMA and Vinitech).

Communication campaign with institutions and partners worldwide:
Promosalons Paris led a vast communication campaign launched in December 2014 with French institutional organisations worldwide and local Promosalons partners. The goal of this strategy is to remind professionals of the role played by Promosalons within the French system and encourage them to co-operate in promoting member trade shows. It also aims to promote international French trade shows as effective international development platforms for businesses around the world.

As part of this campaign we created a range of ad hoc communication tools: a brochure presenting the Promosalons network, a press kit and film promoting international trade shows in France (video available in nine languages).

The first step was to send out a press kit and personalised letter signed by the chairman and managing director of Promosalons to the French ambassadors of 123 countries, the heads of the embassies’ trade commissions, the directors of Business France and French chambers of commerce overseas, and consulates around the world. After the directors of Promosalons Paris had made initial contact, the strategy was supported by the French Ministry of Foreign Affairs, which relayed the information to all the embassies worldwide.

In phase two, the 55 Promosalons delegations are now following a similar strategy with their local partners: media, sector associations, organisations that support international trade and ministries, etc.

This campaign has attracted a great deal of interest from French and local Promosalons partners. Since the start of the year they have already held many meetings with delegates, and are developing relationships to find the best ways to collaborate with each other in promoting Promosalons member trade shows internationally.