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

Jersey Mike's Subs
SPONSORED CONTENT
Jersey Mike's Subs
SPONSORED CONTENT
Jersey Mike's Subs
SPONSORED CONTENT

Recommended Reading:

Doner Shack
ADVERTISE SPONSORED CONTENT

STAY CONNECTED

The International Franchise Report keeps you up to date on franchising news and trends from across the world.


FRANCHISE TOPICS

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

Featured Opportunities

Camp Run-A-Mutt
The future of dog daycare and boarding is here, and it’s cage free. Top notch support and privately owned flexibility will help you lead the...
Papa Johns
Searching for a franchisee ownership opportunity with a proven, streamlined operating system? Franchise with Papa Johns today.
Twin Peaks
At Twin Peaks, expect to enjoy scratch-made food, sports on TVs from every angle, frosty 29° beers, and the fun and friendly Twin Peaks Girls....
The Goddard School
Expand your portfolio with a trusted leader in early childhood education. Enter the thriving $71B childcare industry with a premium brand, proven...
Schlotzsky's
Schlotzsky’s® is a fast-casual restaurant franchise that started in 1971 and is home to The Original® oven-baked sandwich.

Share This Page

Subscribe to our Newsletters