Street marketing looks simple from the outside. A few promoters, branded merchandise, a busy street — and visibility is yours.
In Portugal, it doesn’t work like that.
In this episode, our host speaks with Elena Bykovets, founder and CEO of RelyOn Relocation®️, about what really happens behind the scenes when you try to run a promotional campaign in public spaces. Calmly, transparently, and with numbers on the table.
Host: Elena, recently your team ran a street promotion where you gave away branded pens. From the outside it looked simple. What does it actually take to organize something like that in Portugal?
Elena: It’s never “just” handing something out on the street. In Portugal, you need a municipal license to distribute promotional materials in public spaces. Without it, you risk fines.
You can apply in person or online. I always recommend applying online. The staff at the offices don’t deal with this type of request often, so the digital process is usually clearer and more predictable.
And here’s the first surprise: the application fee is 450 euros — and that’s only for the review. Approval is not guaranteed.
Host: So you pay 450 euros just to be considered?
Elena: Exactly. It’s a non-refundable administrative review fee.
Our initial idea was strategic. We wanted to give branded pens to visitors of Web Summit, right along the path from the metro to the pavilions. The audience was perfectly aligned with our target group.
But we didn’t receive the license.
Web Summit had exclusive advertising rights in that specific area.
By that moment, we had already printed 5,000 branded pens and paid the 450-euro application fee.
Host: So what do you do when the license is denied but production is already done?
Elena: You adapt. Quickly.
We had to change the location, even though the new foot traffic wasn’t exactly the same audience.
That’s part of doing business here — flexibility without drama.
But of course, changing the location means additional costs.
Host: Let’s talk numbers. What does one day of street promotion realistically cost?
Elena: After selecting a new location, we paid an additional 130 euros to the government.
Insurance was around 110 euros.
Promoters cost about 10 euros per hour per person.
Transport, logistics, and uniforms added approximately 200 euros.
So if you calculate everything, one day of promotion costs at least 1,000 euros — and that’s without including the production cost of the branded materials.
And this assumes everything goes smoothly.
Host: For entrepreneurs entering the Portuguese market, what’s the main takeaway?
Elena: Three things. First, always verify licensing requirements before printing anything. Second, budget for approval uncertainty — because approval is never guaranteed. Third, build flexibility into your strategy. Locations can change. Regulations can limit you. Timing matters.
Portugal is business-friendly, but it is process-driven. If you respect the system, you can operate successfully. If you ignore it, you pay for it.
Host: Would you run a street promo campaign like this again?
Elena: Yes — but differently. With earlier licensing, contingency locations prepared in advance, and a fully calculated cost per lead. Street promotion can work. But only when it’s structured, legal, and strategically aligned with your audience. Otherwise, it becomes an expensive experiment.
If you are planning business activity in Portugal — whether marketing, relocation, or launching a company — clarity in process always saves money.
For more practical business insights in Portugal, follow our podcast and explore more articles on our website or book a consultation here.
