Cross-Border Marketing Challenges

Cross-Border Marketing Challenges

Cross-Border Marketing Challenges

When we bring our North American-based franchise to a new country, our understanding of the local culture shapes how we market our concept to both customers and potential franchisees. Having a solid understanding of the cultural differences at play is especially important for child-based concepts focused on enrichment and education, like us at Young Rembrandts.

In a given international target market, we need to know: Is education a priority? Do parents and families invest significantly in children's or grandchildren's education? Can those cultural differences shape our franchise model to become more attractive to potential franchisees internationally?

For example, in South Korea the expectation is often for children to go to school all day and then go to a learning center afterward. So although in the U.S. our franchisees typically teach in host sites such as schools or community centers, our master franchisee in South Korea opened a learning center for children to come to for lessons.

Similarly, we need to adapt based on the educational and learning environments in international markets. While school districts in the U.S. are often very independent and can vary broadly even in neighboring districts, in Canada national boards oversee schools in their country. So the way Canadian franchisees interface with the national board is slightly different than how our franchisees in the U.S. secure new business.

Most important, we like to focus on commonalities between consumers, regardless of culture or country. The strengths in our franchise concept come from the fundamental appeal of drawing and the universality of art, which transcends cultures and languages. For our concept, our niche is our proprietary, copyrighted curriculum and the longevity of what we provide. Many international consumers often seek out Western products and services with a longer history of success.

When it comes to parents and children, especially in terms of education, parents are always looking to give children an academic advantage, and the fundamentals of drawing are rarely taught, so parents are attracted to models that are unique like ours, wherever they live.

 Liz Wahl is franchise marketing coordinator at Young Rembrandts. For more information email [email protected] or call 847-742-6966.

Published: November 7th, 2018

Share this Feature

Indevia Accounting
SPONSORED CONTENT
Indevia Accounting
SPONSORED CONTENT
Indevia Accounting
SPONSORED CONTENT

Recommended Reading:

Dogtopia
ADVERTISE SPONSORED CONTENT

FRANCHISE TOPICS

The Human Bean
ADVERTISE SPONSORED CONTENT
Multi-Unit Franchising Conference
Conferences
Caesar's Forum, Las Vegas
MAR 24-27TH, 2026

Featured Opportunities

Class 101
Class 101 college planning franchise helps high school students get into better colleges and qualify for higher amounts of scholarships and financial...
Urban Air Adventure Park
Own a highly profitable business that impacts lives in your community by jumping into action as an Urban Air franchisee owner.
Elements Massage™
Personalized, therapeutic massage backed by a promise, your wellness is our top priority. At Elements Massage™, we don't just deliver massages,...
Huey Magoo’s Chicken Tenders
We offer a comprehensive franchising system for you to bring The Filet Mignon of Chicken® to your market.
Angry Crab Shack
The Angry Crab Shack franchise opportunity is a casual dining seafood concept that serves high-quality ingredients at a great value in a fresh, fun,...

Share This Page

Subscribe to our Newsletters