Israeli start-ups offer a wealth of opportunities for French trade shows. Promosalons and the manager of its Tel Aviv office, Yves Benhayoun, decided to investigate how this potential could be tapped.

At the suggestion of Promosalons Paris, the Israeli office embarked on a fact-finding mission for the purpose of getting more Israeli start-ups to participate in French trade shows. Start-ups are an increasing target for trade show organisers, not just for business reasons but also because they bring so much innovation, which in turn generates enormous benefits in terms of show’s image and differentiation.

Israel is an exceptionally innovative country and a major producer of start-ups: its research and development budget is the highest in the world, and along with France and Silicon Valley forms one of the first ever innovation ecosystems. It has one start-up for every 2,000 inhabitants. The Waze app, for example, was invented by two Israelis and now has several million users.

Identifying a start-up’s motivation to exhibit at a French trade show

Yves Benhayoun conducted his fact-finding mission between March and May 2017. It was split into two parts. The first involved identifying where there was a fit between the country’s start-ups and the sectors of Promosalons member exhibitions, while the second involved meeting key players in the Israeli ecosystem (incubators and support organisations) to gauge their potential interest in exhibiting at French trade shows. Nine key sectors emerged: agri-food; agriculture; automotive; aerospace, defence and security; telecoms; green initiatives and eco-technology; photonics (laser optics and imaging); digital technology; and health and wellbeing. A total of 19 countries are included in the Israel Export Institute’s show schedule for 2017-2018. Germany leads with four shows, followed by the United States with three shows. Two French shows are on the list, one of them being Milipol Paris.

English-speaking events with strong content

As a result of his interviews, Yves Benhayoun determined that the factors that would motivate Israeli start-ups to exhibit at a trade show were: an innovation-based event; 100% English speaking; finely targeted to their market; a very high percentage of exciting, proactive content (opportunities to pitch to investors, competitions, themed workshops, networking days, etc.); and a customised sales offer (smaller spaces at a lower cost, coworking spaces, etc.).

Promosalons is offering this study*, which summarises the main findings of Yves Benhayoun’s mission, to its member exhibitions. It contains exclusive information that could create new opportunities for them.