A roadshow through 5 Swiss cities in 3 weeks. 15 different permits. 4 articulated trucks of equipment. 25 promoters at rotating locations. 50'000 target audience contacts. That's the reality behind the word "roadshow". And that's exactly why many roadshows fail on planning, not on concept.
This guide shows you step by step how to plan a roadshow in Switzerland that actually works.
Contents
When a roadshow is the right format
A roadshow is worth it when you have a product that needs explanation, when you need national visibility, or when you want to create an immersive brand experience that goes beyond simple sampling. It's the right format for product launches, rebranding campaigns and audiences you can't reach at the POS.
Not every campaign needs a roadshow. A roadshow is elaborate, expensive and logistically complex. Before planning, ask yourself three questions:
Do I need more than sampling? If your product is immediately understandable (a new chocolate bar), sampling usually suffices. If your product needs explanation (a new technology, a new nutrition concept), you need more contact time. A roadshow gives you 3 to 10 minutes per contact instead of 10 seconds.
Do I need national reach? If you only want to launch in Zurich, run a multi-day stand action. If you want to address all of German-speaking Switzerland or the entire country, a roadshow is the most efficient solution. Build once, use many times.
Do I need a "wow moment"? A roadshow is a stage for your brand. A branded truck on Bürkliplatz. An interactive stand on Bundesplatz. That generates social media reach, press coverage and word of mouth. A sampling table doesn't.
Location planning: the right route
Your roadshow route decides reach and efficiency. Here are the three common route models:
Model 1: the "big five" (Zurich, Bern, Basel, Lausanne, Geneva). Maximum national coverage. Covers German- and French-speaking Switzerland. Logistically demanding because of long distances. Budget: CHF 100'000 to CHF 250'000.
Model 2: German-speaking focus (Zurich, Bern, Basel, Lucerne, St. Gallen). 70 percent of purchasing power. Shorter distances, simpler logistics. No language switch in the team. Budget: CHF 80'000 to CHF 180'000.
Model 3: city cluster (e.g. Zurich + Winterthur + Baden in one week). Maximum efficiency per region. Equipment stays nearby, teams can rotate. Ideal for budgets under CHF 100'000.
| City | Population (agglomeration) | Best locations | Permit duration |
|---|---|---|---|
| Zurich | 1'400'000 | Bürkliplatz, Sechseläutenplatz, Bellevue | 6–8 weeks |
| Bern | 400'000 | Bundesplatz, Waisenhausplatz, Bahnhofplatz | 4–6 weeks |
| Basel | 550'000 | Barfüsserplatz, Marktplatz, Messeplatz | 4–6 weeks |
| Lausanne | 420'000 | Place de la Palud, Flon, Ouchy | 4–6 weeks |
| Geneva | 600'000 | Place du Molard, Plainpalais, Jardin Anglais | 6–8 weeks |
| Lucerne | 250'000 | Europaplatz, Schwanenplatz, Inseli | 3–5 weeks |
Important: check early whether other events are happening on your preferred date. A city festival or demonstration can block your location. Cities publish event calendars you can consult.
Permits: the biggest time sink
Permits are the most common reason roadshows get postponed or cancelled. In Switzerland you need a separate permit for each location. And every municipality has its own processes.
What you typically need: location permit from the city or municipality. Food permit from the cantonal laboratory (for food). SBB permit (if on SBB property). Noise permit (for music or amplified sound). Road use permit (if roads are closed). Electrical connection permit (if mains power is needed).
Each of these permits has its own forms, processing times and fees. For a 5-city roadshow you can expect 12 to 20 individual permits. Total permit costs: CHF 5'000 to CHF 15'000.
Our advice: let the agency handle the permits. We have a standardised process for every Swiss city and know the contacts personally. That saves weeks.
Logistics and equipment
Roadshow logistics are like tour management: equipment has to be at the right place on time, set up, then dismantled the next day and moved on.
Equipment options: branded truck or trailer (CHF 15'000 to CHF 40'000 rental for 3 weeks). Modular stand system (CHF 5'000 to CHF 15'000 one-off, then reusable). Branded pop-up tent (CHF 3'000 to CHF 8'000). eCargo bikes as a mobile sampling station (CHF 1'500 to CHF 3'000 per week).
Transport: a complete roadshow stand needs a 3.5-tonne vehicle or larger. Set up the evening before or early morning. Dismantle in the evening. The team has to be drilled, because every hour of setup is one hour less contact time.
Power and water: not every location has electrical connections. Generators are an option but loud and subject to permits. Battery systems are quieter but limited in capacity. Clarify power requirements early and check whether the location offers connections.
Storage: between locations the equipment has to go somewhere. A central warehouse (e.g. in the Zurich region) is ideal. From there, Bern, Basel and Lucerne are 1 to 2 hours away.
Costs: what to realistically plan for
A roadshow isn't a cheap option. But it can be the most cost-efficient way to run a national brand activation. Here's a realistic calculation for a 5-city tour over 3 weeks:
| Item | Cost |
|---|---|
| Staff (5-person team, 15 deployment days) | CHF 42'000 |
| Equipment (truck + stand rental) | CHF 25'000 |
| Logistics (transport, storage, build/strike) | CHF 18'000 |
| Location fees and permits | CHF 12'000 |
| Samples and materials | CHF 8'000 |
| Project management and concept | CHF 12'000 |
| Reporting (kyoX real-time dashboard) | CHF 5'000 |
| Total | CHF 122'000 |
At 35'000 contacts across the whole tour, that's CHF 3.49 per contact. For an immersive brand experience with an average 4 minutes of contact time, that's excellent value.
Where you can save: modular stand instead of truck (CHF 10'000 saved). Fewer cities, more days per city (logistics costs drop). Equipment sharing with another brand (non-competing products). Weekdays instead of weekends (location fees are often cheaper).
Timeline: 14 weeks from idea to launch
A professional roadshow needs lead time. Here's the roadmap:
- Weeks 1 to 2: concept and briefing. Define goals, set the route, calculate budget. Output: concept sign-off.
- Weeks 3 to 4: submit permits. For all cities at once. Define alternative locations. Output: all applications submitted.
- Weeks 5 to 6: equipment and production. Finalise stand design, commission production, plan logistics. Output: production sign-off.
- Weeks 7 to 8: staff recruitment. Assemble the team, assign roles, first briefings. Output: team in place.
- Weeks 9 to 10: permits land. Locations confirmed, logistics finalised, materials production wrapped. Output: everything confirmed.
- Weeks 11 to 12: training and dress rehearsal. Team training with product schooling. Dress rehearsal with full build. Output: team is ready.
- Week 13: final prep. Equipment check, sample delivery, logistics fine-tuning. Output: everything stands.
- Week 14: roadshow launch. Off we go.
This timeline is tight but realistic. For complex setups (custom trucks, international coordination) plan 16 to 20 weeks.
Ready for your roadshow? Let's talk about your project and we'll plan your route through Switzerland together.
Frequently asked questions
What does a roadshow cost in Switzerland?
A roadshow in Switzerland costs between CHF 15'000 per city (simple setup) and CHF 50'000+ per city (elaborate brand presence). A typical 5-city tour runs from CHF 80'000 to CHF 200'000 including staff, logistics, equipment and permits.
How long does roadshow planning take?
Plan at least 10 to 14 weeks of lead time. Permits for public spaces take 4 to 8 weeks, equipment production 3 to 6 weeks. Short-notice roadshows are possible but more expensive and riskier.
Which cities are suitable for a roadshow in Switzerland?
The 'big five' for roadshows in Switzerland are Zurich, Bern, Basel, Lausanne and Geneva. For campaigns focused on German-speaking Switzerland, Lucerne, St. Gallen and Winterthur usefully extend the route.
Do I need an agency for my roadshow?
For a professional multi-city roadshow, yes. Coordinating permits, logistics, staff and equipment across multiple locations is complex. An experienced agency saves you time, money and stress.
Founder and CEO of PROMOKANT. Over 20 years in field marketing across Switzerland.
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