Dale Carnegie Training: Adapting to International Marketing Challenges

Dale Carnegie Training: Adapting to International Marketing Challenges

Dale Carnegie Training: Adapting to International Marketing Challenges

As an established brand with more than 100 years in the business of personal, professional, and organizational transformation, Dale Carnegie Training is a recognized market leader in the U.S. Although the man himself is well-known internationally as the father of modern professional development, a variety of factors contribute to limiting the visibility of Dale Carnegie Training outside North America.

As a result, a key component of marketing our opportunity overseas is educating potential franchisees on the brand itself, its cultural applicability, and the business climate. 

Our main goal when marketing Dale Carnegie worldwide is ensuring our concept is a fit for the market. The personal and professional development principles detailed in Dale Carnegie's famous book How To Win Friends and Influence People are renowned for how generally applicable they are, regardless of country or cultural boundaries. However, the franchise opportunity itself often needs to be adapted slightly to fit individual local markets. So our marketing efforts are customized accordingly.

Similarly, we work to adjust the business model to suit the market so franchisees can best present our services to local businesses and professionals - for example, whether franchisees should prioritize on-site development classes, go virtual, or primarily offer the curriculum at a Dale Carnegie office location.

Finally, the main challenge in marketing our franchise abroad is finding the right individual to act as a brand ambassador in an international market, especially in countries or regions where there is not already a strong brand presence.

Beyond the personal fit, there is another important educational piece at play: ensuring potential franchisees understand the characteristics and expectations of our franchise system. To achieve these ends, we devote significant resources to carefully vetting candidates in international markets to make sure they're the perfect franchisees to represent our brand and carry on Mr. Carnegie's legacy.

 Adam Gogolski is marketing director for Dale Carnegie Training.

Published: November 21st, 2018

Share this Feature

Dine Brands Global, Inc.
SPONSORED CONTENT
Dine Brands Global, Inc.
SPONSORED CONTENT
Dine Brands Global, Inc.
SPONSORED CONTENT

Recommended Reading:

Indevia Accounting
ADVERTISE SPONSORED CONTENT

FRANCHISE TOPICS

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

Featured Opportunities

Sonny’s BBQ
BBQ You Can Count On--A Tradition of Flavor, A Future of Growth. Join a trusted brand with decades of success, strong franchisee support, and a...
Schlotzsky's
Schlotzsky’s® is a fast-casual restaurant franchise that started in 1971 and is home to The Original® oven-baked sandwich.
Zoomin Groomin
#1 Fastest Growing Pet Franchise. At Zoomin Groomin® we are constantly looking around the corner for new technology in mobile pet grooming,...
Ace Hardware
Ace is #1 for convenience hardware! You pay no royalty fees. Instead, Ace pays you a year-end rebate based on your annual purchases. Enjoy the...
Bosch Auto Service
Bosch Auto Service is a modern auto repair franchise designed to prepare its owners for the future of automotive repair.

Share This Page

Subscribe to our Newsletters