Published May 11th, 2019
| Helen Lee is a freelance data analyst and writer with over 15 years of experience in marketing.
Question 1 of 30
In the early stages of strategy building, it is crucial to evaluate a client's business both internally and externally thoroughly. When working on marketing strategies for Genesco Sports Enterprises's clients, what initial steps would you take to begin?
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By asking this question, hiring managers at Genesco Sports Enterprises want to see how you begin executing your marketing strategy work. Solid execution of the initial stages is essential to not waste time having to re-execute any initial phases.
As an outside consultant, learning and gathering information is one of the most crucial initial steps of strategy building. Talk about how you would thoroughly research the client's business and its marketing goals. Mention what specific types of information you would be seeking and how you would obtain it.
"I believe the first steps of building marketing strategies include a thorough evaluation of a client's business and the competitive landscape of the industry in which it competes. Successful execution of this initial step will allow the efficient completion of subsequent phases of the process. It will be important to learn the company's overall goals as well as gain a deep understanding of its products or services. I would gather this information by conducting in-depth interviews with several team members at different levels of the company. Also, it will be important to understand the industry and the client's competitive position within it. This understanding will require research and interviews with industry experts outside the company, allowing me to gain an outside perspective."
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"When helping GSE's clients build or revise their marketing strategies, it will be important to understand their marketing history along with their current marketing efforts. This history will tell me which marketing tactics have worked in the past and those that were found to be ineffective. It will also reveal how the industry, in which they compete, has changed over time. All this information will help build a marketing strategy for the client's future. It would be most beneficial to interview veteran employees of the company who have witnessed the changes, successes, and failures over the years. However, it will also be valuable to gather information from newer members of the team who may have a fresh perspective of the company's current marketing position. Quantitative information, such as sales and consumer research data, will be important to marry with the qualitative information from employee interviews."
The interviewer would like to know if you have a competitive spirit. Being a competitive person is an excellent thing, especially in a sports marketing environment. Assure the interviewer that you have a tremendous competitive edge when necessary but are still able to balance that competition healthily.
"I think that on a scale of 1-10, I would rate myself as an 8 when it comes to being competitive. I love a great competition in the workplace when it comes to sales goals and breaking through last years' numbers. I am not competitive to the point that it would hurt my team or colleagues."
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"Competition is a healthy component to creativity. When I am competitive with myself, I come up with really great ideas that help my team to deliver incredibly projects to our clients. Of course, my approach is always welcoming and friendly."
Is compensation the most important factor for you when taking a new job?
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The interviewer would like to know how much emphasis you put on pay when considering a new position. In addition to compensation, there are many other factors in a fulfilling career. These other factors may include:
- work/life balance
- amount of travel involved in the role
- overall medical and health benefits
- additional perks such as car allowance, cell allowance, spending account
- the industry you will be working in
- amount of vacation time
- the type of clients you would be working with
- the location of the company
- career growth opportunity
- the size of your new team
- the company's reputation
- overall workplace culture.
Talk to the interviewer about other factors that are important to you when considering a new job. If you are not sure on details for this role with GSE, you can ask!
"Salary is important to me because I know that I am skilled and well educated. With that said, I do look at the full picture which includes factors such as benefits and the amount of paid vacation time."
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"At this point in my career, I am looking to join a marketing department that will allow me to work on more significant projects and with more robust tech and applications. Compensation is a driver, of course, but not the only one."
How would you rate your performance in this interview so far?
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The interviewer would like to know if you are satisfied with your interview performance. If your interview were a flop, you would know, and it's much better to address outright your performance than try to sweep it under the rug.
If you feel that your performance in the interview is going well: 'I believe that this interview has been quite informative and I am happy with my performance. Is there anything that I can clarify for you from this conversation?'
If you feel that your performance in the interview is not going well: "I am not sure if I have been able to portray myself 100% accurately in this interview; although, I am trying my best. If there is anything more I can clarify for you, I would be happy to do so."
"I am not sure if I have been able to portray myself 100% accurately in this interview; although, I am trying my best. If there is anything more I can clarify for you, I would be happy to do so."
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"I hope you enjoyed this interview as much as I did! I would rate my performance as a 9.5/10. The one thing I would do differently is talking a bit more about the current successes that I have in my sales pipeline."
This question is a discovery-based inquiry, genuinely focused on how you think versus what you do. Go with your initial instinct when it comes to how you define success and greatness. There is no right or wrong answer, here.
"To me, success comes when you accomplish a goal, and that needs to be something specific that you have your eyes set on. I often encourage my team to set specific goals for themselves. Second, greatness ties into that because without believing that you are great, you will not likely succeed and meet your goals!"
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"To me, greatness is having an excellent reputation and being someone of integrity. Success comes when you achieve your goals."
Tell me about a time when you had to work with someone who was difficult to get along with.
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The interviewer wants to know how well you work with others despite personality or work style differences. Keep your answer simple and avoid overdramatizing any event. Speaking negatively of others will always look unfavorable towards you. Telling the interviewer that you get along with everyone is not an appropriate or believable response either. Focus on a time when your work style was different than another person, but perhaps you still had to complete a project together. Discuss, in a positive tone, how you made it work!
"Last month I had to collaborate on a project with another project manager who works very differently than I do. I find timely client follow up to be incredibly important and this particular PM seemed to be more relaxed with that aspect. I continued to work how I always do but did ask this PM a couple of times to communicate more frequently with our client to make the collaboration smoother. I fully understand that not everyone will work in perfect synergy and that is okay. There is always a professional workaround available - sometimes you have to approach the situation head-on but in a respectful way."
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"I often have to work across departments with a project manager who approaches problems, and people, very different than I do. She is more comfortable taking an indirect, apologetic route whereas I prefer to tackle things head on and with enthusiasm. It was a challenge to get both of our ideas fully understood. However, once we both mapped out our visions in our ways, we were able to leverage each of our strengths to build on the other's ideas. In the end, not only was the project completed ahead of time and well received but also I learned some communication techniques from her that I still use to this day."
7. How do you like to be recognized for your accomplishments? The interviewer would like to know what motivates you to be an over-achiever in the workplace. We all want recognition in some way for our accomplishments in the workplace. Perhaps you enjoy surprise gifts, financial perks, public attention, kind words, added responsibilities, or title promotions. Share with the interviewer how you would like recognition for your hard work. Example #1: "I feel best when I know how my hard work has positively impacted another person. In my current role, our marketing director will often share our customer satisfaction surveys in our office meetings. If my name is mentioned, I cannot help but grin from ear to ear." Example #2: "I am not one to enjoy the limelight. If you catch me doing a great job, I like a note of recognition or to be pulled aside and acknowledged."8. Tell me about your experience with fundraising efforts for charities, non-profit organizations, or grassroots sports in your community. A lot of sports media work is surrounding collaborations between teams, player, and leagues with non-profit organizations or charities. Some of the biggest charitable givers are sports teams and leagues. For instance:
- The Boston Red Sox (Red Sox Foundation)- over $52M given
- The PGA - over $2B given
- NBA Cares - more than $105M in 15 years + nearly 1M volunteer hours
Discuss with the interviewer your experience when it comes to supporting the collaborations between sports organizations and charities in need. Example #1: "Volunteer work is fundamental to me which is why every little league team I have coached for the past four years is also committed to a local charity that focuses on paying for softball equipment for underprivileged children. I believe wholeheartedly that every child should have the chance to play, without financial reasons holding them back. So far, we have raised enough money to pay for 600 children to play softball." Example #2: "My university internship was with a charity called KidSport. Their corporate partners include the Jr. NBA and the Toronto Blue Jays; Jays Care Foundation. I gained a great deal of exposure to how charitable partnerships work and saw a lot of money come in through corporate sponsorships as well as strategic partners. Through these efforts, we raised nearly half a million dollars that year, helping to give every kid the gift of sport."9. An essential first step to the marketing strategy building process is conducting a market assessment centered around the Customer, Company and Competitor. Of these three, which do you feel you are most confident at assessing? Hiring managers at Genesco Sports Enterprises are trying to assess your strengths and possible weaknesses. As the initial step, this process is crucial and affects all subsequent actions and resulting recommendations. By identifying your strengths and weaknesses, managers will be able to see if you are a fit for the balanced team GSE managers are looking to build.
When responding to this question, do not be hesitant to reveal weaknesses. Instead, be ready to explain how you are prepared to learn from other team members at Genesco Sports Enterprises and gain experience to serve clients better. Example #1: "My past project work has given me valuable experience in completing thorough market assessments for marketing strategies. Based on this experience, I am most confident at assessing the Customer. I base this confidence on my analytical experience gained through marketing research which has given me an understanding of what data is available to assess the client's current customers. Also, the marketing research data has also included market opportunities that allow for the identification of future customers. Although I have had limited experience assessing the Company and Competitors, I look forward to gaining additional knowledge in these areas from fellow team members at GSE." Example #2: "My experience in the marketing field has given me wide exposure to evaluating both internal efforts and industries overall. Through analytical projects, I have been able to assess marketing strategies and make recommendations to make changes to better target customer segments and address industry competition. I am confident my experience and knowledge will prove to be an asset for Genesco Sports Enterprises."10. Do you have experience working alongside, and negotiating with, rights holders and leagues? A rights holder refers to a legal entity who holds exclusive rights to copyrights, trademarks or patents. In sports, examples of rights holders include the NHL, NBA, or NFL. You see their branded merchandise nearly everywhere you look.
When it comes to sports marketing, it's crucial that you can collaborate successfully with rights holders, and other entities, who are the gatekeepers to lucrative brand sponsorships. Discuss with the interviewer any experience you have when it comes to communication and negotiations with these entities. Example #1: "My experience comes from working within a rights holder corporation. For five years I worked for the European Handball Association. I was privy to many sponsorships offers throughout that time and gained incredible insight on the types of collaborations that worked and the ones that fell flat. I am confident in my negotiation skills and, since I have experience from inside of a rights holder and league, feel I will be a great asset to Genesco Sports Enterprises and your clients." Example #2: "I am new to my sports marketing career so although my experience is limited with rights holders and leagues, I do have confidence in my negotiation skills. While obtaining my MBA, there was a strong focus on business negotiations. I look forward to expanding on my knowledge and experience in these areas, as a member of the GSE team."11. What do you find to be the most difficult aspect when helping clients build their marketing strategies? As a consultant, there may be challenges you face when undertaking the task of building a client's marketing strategy. Being external to the company gives you a fresh, unbiased perspective on the current situation, but there is much to learn to help you execute your task effectively. GSE is looking for someone who can learn about its clients' cases thoroughly and efficiently.
Talk about the most challenging aspect you encountered while serving as an outside marketing strategy consultant and how you dealt with it. If you have never had the role of an external consultant, refer to your internal marketing strategy work experience and the challenges you may have faced. Hiring managers at Genesco Sports Enterprises want to know you will be ready to face any difficulties that may arise from their clients' projects. Example #1: "Working as an external consultant, it was usually a challenge to gather information and data to begin the strategy building process. However, I found the most challenging aspect is learning the culture of the client's company. I think learning culture is an important aspect of the process as it affects the overall marketing strategy and goals for the company. Learning the company culture also has helped me more effectively communicate with the key players in the strategy building process. My experience dealing with different corporate cultures will come to good use at Genesco Sports Enterprises." Example #2: "Although I have not worked as an external marketing consultant, my work experience has included direct involvement with marketing strategies. Having been involved with most phases of the strategy building process, I find the most challenging task to be putting the puzzle pieces together - taking the information and creating a story about where the company is at from a marketing perspective and what needs to be done to reach its goals. Each client project has given me valuable experience I will bring to Genesco Sports Enterprises."12. How can associating with a sports property help a brand to strengthen its position in the marketplace, locally and nationally? Associating with a sporting initiative can help to boost a brand exponentially. Be prepared to discuss with Genesco Sports Enterprises what you know to be true when it comes to these sports partnerships and brand strengthening efforts. A few ways that partnering with a sports property can help strengthen a brand locally and nationally include:
- Brand exposure to a very targeted audience
- Piggybacking on the loyalty factor that is already present
- Built-in influence on multiple media platforms
- Vast amounts of brand exposure through social media Example #1: "Sports sponsorships are very successful because a company can experience a vast amount of exposure in a short amount of time. Athletes wear your logo, your logo is present in the stadium, and social media moments offer endless marketing moments. Also, when a company partners with a sports property there is an element of trust already built-in. Sports fans trust that their favorite team will choose their partnerships carefully." Example #2: "Any time a company can partner with a sporting league, they automatically overcome many trust-factor hurdles that would be present with traditional advertising efforts. Locally, these partnerships offer grassroots opportunities for events and sponsorships. Nationally, sports enthusiasts are told by their favorite team to trust the brand, in a non-verbal way."13. In your opinion, how do sports investments enhance a company's reputation? Investing in a sports sponsorship or other initiative can enhance a company's reputation in many ways including:
- Promotion of a positive brand story.
- Aligns the brand with experiences versus only being advertised to.
- Based on relationship building versus a hard sell.
Discuss with the interviewer at Genesco Sports Enterprises what you believe to be the top ways that a sporting investment would enhance the reputation of their clients who are seeking a sports partnership. Example #1: "I believe there are many benefits to a sporting sponsorship with the most significant being the positive brand story that comes along with these collaborations. Generally speaking, there is a lot of hype around a sporting event including community, friendly competition, healthy and wellness, and teamwork. When a brand chooses to collaborate with a sporting league embracing these values, the values are, in turn, placed back onto the brand when it comes to audience perception." Example #2: "Sports investments enhance a company's reputation because they gain automatic trust from the existing fan base of whomever they are sponsoring. For instance, how Tim Hortons has sponsored children's hockey for years, calling these teams 'Timbits' which is also the name of their donut holes. The term is adorable, and it leads families to trust the Tim Hortons brand."14. In which ways are social media and sports most compatible? The interviewer would like to know that you have insight into how social media efforts can leverage the work done at Genesco Sports Enterprises. When an advertising or sponsorship client can embrace the power of social media, their sports marketing efforts see a dramatic boost. Example #1: "Social media and sports moments are compatible in many ways. The biggest trends this year on the topic of social media and sports are videos and the streaming of sporting events. Because of streaming and video, brands have a wider range of platforms on which to advertise as it's not just television receiving viewers. For instance, on YouTube, there are millions of searches and views every day for top moments in sports. On Instagram, people are posting photos of themselves with their athlete heroes. On Facebook, fans are sharing stories about how their favorite teams and athletes are making a difference in their communities. On social media, everyone loves a good story, and when a sport is a thread that weaves the story, that factor makes them even more sharable; which is what social media is all about." Example #2: "Sports sponsorships are a way for brands to gain exposure through multiple advertising platforms. For instance, when sponsoring an athlete, their clothing is branded by the sponsoring company which gives evergreen marketing exposure long after the event has come to a close. See, the athlete is still wearing their logo in interviews, photo-ops, and in their fan base's social media posts. This ripple effect goes a long way for a brand's exposure."15. The customer avatar is key to building the right audiences for Genesco Sports Enterprises's clients. How do you collect data needed to create an ideal customer profile, then determine the strategy for targeting prospective customers? The interviewer would like to uncover your experience with identifying, advertising to, and creating a following of potential customers.
You need to explain how you determine what kind of people would be interested in your clients' product or services, and why. Your answer should explain how you research information including demographics, location, educational or professional backgrounds, their challenges, and their goals. When it comes to targeting, you'll need to explain how you know where your customer avatar shops, the platforms they use most frequently, and how they make purchases. Example #1: "When creating an ideal customer profile, I review analytics from my client's website, app, and CRM to see what kinds of people have purchased or shown interest in purchasing from them. I hone in on customers that have the best buying habits or potential, finding out more about where they're live and work, income range, and other demographics. I take note of any trends or similarities among this group of customers. I may conduct surveys or interviews within my targeted demographic to further understand their motivations. This information helps me to craft a customer avatar, which becomes my center of a strategy for deciding on platforms, messaging, and promotions." Example #2: "In the past, I've had to create a customer avatar for a client that had no previous sales but was competing against existing businesses. To do this, I purchased market data to find out who my client's competitors and their customers where. I found out what those customers' challenges and goals were. I looked into data on spending habits, and conducted polls, often incentivizing participants so I could discover shortcomings in competitors' offerings. Using this information, seasonal, and demographic data, I came up with a target customer profile and put together a timely campaign to reach them with language that would appeal to their desire for a solution that would ultimately fulfill their needs."16. Our mission at Genesco Sports Enterprises is to connect the world through sport. How can we change the way the world sees your favorite sport? This question is an opportunity for the interviewer to gain a glimpse into your personal preferences when it comes to the world of sport. Talk a bit about your favorite game, and the misconceptions surrounding the sport. Then, you can discuss what GSE could do to change those misconceptions. Think of this question as an opportunity to 'pitch' the interviewer an idea for a collaboration. Example #1: "My favorite sport is soccer; hands down. I love everything about the game, and because it takes incredible skill, stamina, and is a worldwide sport with a 32 team World Cup finals. Unfortunately, there are elements that people focus on including the theatrics with falling, and faking an injury, and poor penalty policies when it comes to fouls. Often people say there is snobbery among soccer enthusiasts as well. If GSE could change the way the world sees soccer, I would begin by making soccer more of a mainstream sport ready for anyone to join." Example #2: "Hockey is my favorite sport, and many people would agree, the most exciting sport to both play and watch. If there were any misconceptions surrounding hockey that Genesco Sports Enterprises could work to change it would be that the sport is too dangerous for children to play. I see fewer parents allowing their kids to play hockey due to fear of head injury. The rules around bodychecking have changed dramatically over the years, and I believe there could be a lot more education surrounding how hockey is a safer sport."17. What steps would you take to build lasting relationships with our clients and clearly communicate what we can offer to our clients? Client relationships are an essential focus for any agency. If there is no effort to build and maintain a lasting relationship, then clients are more likely to look elsewhere for their sports marketing needs. A critical part of client relationships is the ability to communicate what Genesco Sports Enterprises can offer to its clients. This communication is how client relationships can expand.
In your response, talk about the steps you have taken with past clients to ensure that their relationship with your agency remained strong. Also, include any instances where you may have communicated with clients to expand the services the agency provided. Example #1: "Over the several years I have worked in an agency environment, I have worked with many clients with differing needs and personalities. It is important that clients feel their projects get the attention they deserve. I communicate with clients frequently to update them on projects and campaigns they are running, so they know that their advertising projects are a priority for me. Also, I am continually looking for ways to offer them additional services that would be beneficial for their advertising efforts. This added value assures them that I have their best interests in mind and am looking for ways to improve the impact of their advertising." Example #2: "Client relationship building has always been a priority for me throughout my years working for agencies. To maintain strong relationships with clients, I am diligent about holding regular monthly client update meetings for me to learn about changes in their business as well as suggesting additional ways we can help them reach their business goals through advertising. It is important to update clients with changes to our business as well. With one particular client, I offered to bring some of their marketing research, as it relates to advertising, in-house so it would provide a more integrated approach to their advertising efforts. Providing this additional service strengthened our agency's relationship with that client."18. When working with GSE's clients, it is useful to have some understanding or experience with community relations. Tell us about your experiences in this area, a challenge you faced and how you overcame it. Community relations can play a significant role in public relations campaigns; therefore Genesco Sports Enterprises's hiring managers are looking for candidates who have experience building relationships with community organizations. Part of the challenge is identifying those organizations that are a good match with a client's brand and company values.
In your response, be sure to highlight at least one specific community organization you started a relationship with and mention any challenges you faced and overcame. Talk about why this particular organization was a good fit with your past company or client. Example #1: "My work experience in public relations has shown me how important it can be to develop strong relationships with community organizations. In particular, while working with an organic Consumer Packaged Goods client, I worked diligently to develop a relationship with a national non-profit promoting healthy eating habits. The most challenging aspect was selecting an organization that fit my client's mission and brand well. Once we worked out the details of the partnership, both parties benefitted, and the relationship promoted my client's brand in a positive light." Example #2: "Building a relationship with a non-profit or community organization is important as it shows a company cares about worthy causes and is active in the community in which it does business. Because my company is the largest employer in the town where the headquarters are located, I recommended working with a local non-profit aiding low-income families in the area. Once the organization was selected, I found it somewhat challenging to outline the details of our relationship. We wanted to make a profound impact on the community while ensuring the connection was relevant. With feedback from our employees, we were able to develop a relationship where our contributions were meaningful to our company and beneficial to the non-profit."19. Do you have any influential relationships with any leagues, teams, or athletes? The interviewer would like to know what kind of network you bring with you to GSE, should you be their successful applicant. The world of sports media and entertainment can be a close-knit community so it's okay to drop some names, when appropriate, to showcase the influence you could have in this position. Example #1: "Over my ten years of experience working in the media and entertainment industry, I have built a solid network of sports executives, broadcasters, athletes, and other representatives. I have collaborated with a few agents in the past as well. I have some strong relationships to bring to Genesco Sports Enterprises including connections within the NFL and the NBA." Example #2: "My internship was with the Professional Golfers Association (PGA), so I have some pretty good connections within that organization. Being new to my career I have been conscious of keeping strong ties with the people of influence whom I have met along the way. My networking abilities are strong, and I look forward to continuing to build a network of influence while building my career at Genesco Sports Enterprises."20. Genesco Sports Enterprises believes that results should be measured to determine the success of marketing efforts. What are some key performance metrics you look at to decide whether marketing efforts have fallen short of, met, or exceeded expectations? The interviewer wants to know about your knowledge of common key performance indicators across the marketing industry and how you understand them regarding a successful or unsuccessful marketing campaign. Answer by listing the critical performance metrics tracked during marketing campaigns.
Avoid specific metric numbers from your current or last position; should you be under a non-disclosure agreement. Be general by naming the metric rather than providing numbers which may be confidential, or more information than GSE needs. Example #1: "Typical KPIs that should be measured to show whether a campaign has been successful or not are the value of spend, lead counts and source quality, the value of sales before, after and during the campaign, profit, and return on investment." Example #2: "KPIs can vary based on campaigns. If your main focus is to grow an audience, for example, it's important to look at growth in numbers of followers, engagements on social media and blog posts, referrals, and new email list subscribers."21. Talk about your experience building or contributing to marketing strategies. What was your specific role and how did it fit into the big-picture plan? Most team members contribute to the overall marketing strategy in some capacity, at times without even realizing it. The hiring managers at Genesco Sports Enterprises want to gain an understanding of your specific roles in marketing departments and how your experience may add value to the strategic marketing services offered to its clients.
It is essential that you have an understanding of how your work has fit into the bigger strategic landscape. GSE is looking for professionals who can get into the details, but also can refocus, when necessary, to look at the 'big picture.' Share brief details about your experience focusing your response on how your work helped build or execute the overall marketing strategy at your company. Example #1: "Much of my work in the marketing area has been with consumer research. I have measured the effectiveness of marketing strategies to strengthen brand loyalty and ultimately increase sales. The research and analyses I have executed have helped to revise and build marketing strategies to best meet the needs of the company at a given time. With my experience, I believe I will be able to help GSE's clients evaluate their current strategies and develop new ones to help them better compete in their respective industries." Example #2: "My background and work experience are primarily in the area of marketing communications. With all my work experiences, I have been required to work with fellow team members from Marketing Research, Product Development, and Sales. This experience has given me different perspectives on how the work of these groups contributes to the overall Marketing strategy of the company. My work specifically has required me to have a strong understanding of the industry and company goals. Without this understanding, I would not have been able to execute the marketing strategy from a communications perspective."22. Do you have experience adding celebrity talent to a roster for sponsorships? Genesco Sports Enterprises works closely with agents and talent alike, to create the most lucrative sponsorship opportunities for their clients, while also crafting entertaining and memorable experiences for consumers. Discuss with the interviewer any experience that you have working with agents to add celebrity talent for branding and marketing efforts. If you do not possess this experience, move on to discuss how you would handle adding celebrity talent to a roster for sponsorships. Example #1: "I understand that so much of what GSE can do is reliant on your established relationships. I have worked with organizations such as the WMBA, the ATP, and NASL on creating opportunities for up and coming athletes to collaborate with reputable brands." Example #2: "My experience adding celebrity talent to a roster for sponsorships is limited; however, I am confident that my communication skills would be up to par, allowing me to have valuable exchanges with the gatekeepers of this talent - be it individual agents, reps, legal teams, or large agencies."23. Do you believe paid social campaigns are useful, and if so, why? The interviewer asks this question because as social media platforms mature, they have started requiring payment to allow companies' targeted audiences to see their content. Some marketers have expressed dissatisfaction with this trend and refuse to adapt to it, but others have embraced it, recognizing how it can further enhance their targeting and reach.
If you take the position that paid ad campaigns are not useful, your answer will be considered to be wrong. While paid campaigns don't always deliver perfect results, sponsored content will always gain priority over that which is not. Example #1: "Organic content is less visible on social platforms than ever, and while having a good audience and engagement helps increase your content's visibility, it's almost impossible to achieve the same results as before without. A paid campaign is useful in restoring that visibility. It can also be beneficial to run paid campaigns because the social media platforms provide tools to analyze their progress, make adjustments to them as you go, and monitor your ROI." Example #2: "In recent years, it has become clear to marketers that social media platforms want them to pay for advertising. Algorithms set by the platforms often do not allow a company's content to be seen on their audience's feeds without paying for it to appear to certain members. Now, this is where a company can benefit from paid advertising the most. With a paid campaign, they essentially tap into the platform's data on their users by specifying the demographic their content will be visible to. This enables them to engage only with people that are likely to be interested in their products. It also helps them to be seen before their competitors who have chosen not to run paid campaigns."24. What does the term 'people-powered data' mean to you? The interviewer would like to know if you have insight when it comes to the importance of data that comes from research and survey data from the public. Discuss what you know about data powered by people, and why you believe it is a critical approach for any business. Example #1: "The term 'people-powered data' to me, means taking the data that the public or your customers tell you, and then turning it into actionable programs and change. It's one thing for a business to collect information, but it another idea for a company to take that data and use it as a driver for change." Example #2: "People-powered data comes from the idea that a company looks at what their customers, and the public, are saying to help shape and form their products, services, and other offerings."25. In your opinion, what is the most influential form of media today? Have a meaningful conversation with the interviewer on media influence. With so many forms of media out there, which do you feel is the most influential at the moment? Be sure to back your answer. Example #1: "I feel that the most influential form of media today is social media and online content. As a whole, the human race wants fast, easy to consume, entertainment news; sports news included! Our rate of consumption is unprecedented, and the fastest way to access it is through online content sharing." Example #2: "There are many important forms of media today - so many, in fact, that people seem to be getting overwhelmed. I would still say that traditional media, in the form of television and the daily news, is at the top when it comes to the number of people influenced and the quality of the content distributed."26. Reporting and analytics are crucial for GSE to monitor and gauge results and demonstrate ROI to clients. What is an example of a report you've created for a client and how the data from it helped you to plan the next steps of their campaign? Here, the interviewer wants to make sure that you understand the importance of measuring and delivering results to clients who need a return on their investment, and that at some point, you've been responsible for monitoring and reporting on activities and outcomes. They also want to see if you are an analytical thinker, how you react to data, and with what kind of data you're most familiar.
You can answer by providing an example of a report you've created to track and show marketing activities, and critical results. You may choose to tell them about reporting on a campaign that was successful or not and explain adjustments you made for increased success. Example #1: "One of my client's goals was to increase the number of purchases completed through their website. They had no clear direction on how to do it. I added a sophisticated analytics tool to the back end of their website to see where traffic on their website was originating from, and to analyze the behavior of customers from the different sources. After compiling the data for a set time, I put it into a simple format to allow my client to see two metrics: Traffic Sources and Completed Sales. This report helped us to realize that most visitors that made purchases came from one social media site, so we decided to increase the budget for paid advertising there to reach more potential customers." Example #2: "I'm usually working with several clients who are on similar programs at the same time. The repetition in these programs allows me to suggest the most useful KPIs that they'll want to see every week. For these clients, I find it efficient to pull high-level reports from our system that include website and blog traffic, click-thru rates, and other data to compare week-over-week results. We have quick calls with them to review every Friday and dig further into the data, the cause of fluctuations of any activity and if needed, adjust our course of action."27. Performing market research helps us determine the direction a company should take in a promotion or sponsorship. What is a key point within this scope that research uncovers? There are many strategic decisions and tiers of elements within them, based on data gathered during market research. With a broad range of information in mind, your answer should include an example of a birds-eye-view conclusion that becomes the foundation or main driver behind a campaign. Example #1: "One key point to consider while conducting and assessing market research is the position a brand already has from the consumer's point of view. This information is important because a company can build an entire campaign aimed at capitalizing on this position. This approach can mean building on already established roots. Understanding the customer's perspective of a brand also provides opportunities to strengthen the bond between them and the company, as well as seek out new, similar customers with similar mindsets and needs." Example #2: "Market research is great at helping a company before they build or launch a new collaboration because it can show if there is any place or demand for it before determining investment. For example, if your campaign is similar to an existing one, what would make the consumer choose you? Market research can tell you if there is a need for that particular collaboration and messaging."28. Do you have experience presenting research and survey findings to groups of stakeholders? Leading presentations can be unnerving, and the interviewer wants to know how well you do with a task such as public speaking and presenting. Walk the interviewer through your experience by outlining the types of presentations you have made, to whom, and how you felt the presentation went, overall. Example #1: "I have presented the results of approximately 40 customer surveys to a variety of clients. In these meetings, I like to have many visuals available to help the team and stakeholders understand the data very clearly. Most of the time, the company owner or a couple of executives are present, along with members of the clients' marketing team. Overall, I am very confident in my ability to present survey and research data in a compelling and easy to understand way." Example #2: "Being new to my career I have not given formal presentations; however, I have done mock presentations in school. I believe that with more experience, and additional training, I will be able to present survey and research findings in a very clear manner."29. Has a brand ever built an emotional connection with you using sports marketing? If so, tell me how they accomplished this connection. The interviewer wants to know if any sports marketing efforts have resonated with you in the past. It's essential that you discuss any marketing efforts that have stuck with you, and be prepared to talk about what you believe was done right, to make this connection happen. The example that you mention does not have to be a marketing effort led by Genesco Sports Enterprises but bonus points if you mention their past work! Example #1: "The most memorable emotional connection that I have experienced from a sports marketing effort would be between Coca-Cola and the Olympics. It was fascinating to learn that Coca-Cola was the first commercial sponsor of the Olympic Games in 1928. Today, there aren't many people who can keep a dry eye when watching the emotionally driven Olympics commercials; myself included. This strong connection builds through the idea of longstanding relationships, pride in country, and community connection. The Olympic Games resonate globally which makes this partnership especially impactful." Example #2: "Budweiser's Superbowl ad from 2013 called 'Brotherhood' is one that impacted me so much that I still think about it all of these years later. As an animal lover and sports enthusiast, this ad about the connection between a man and his horse was heartfelt and easy to connect with."30. What does it mean to borrow the equity of a sports team's fan base to build a lasting brand? Borrowing the equity of a sports team's fan base means that a company is making use of the fact that this team has a built-in and loyal audience that they can count on to pay close attention to their marketing efforts.
One example in action could be the Tiger Woods' sponsorship deal with Nike. When Tiger showed up on the golf course with a mock neck golf shirt that was deemed to be appropriate golf wear, fans everywhere went crazy. Golf enthusiasts immediately wanted to purchase this shirt style because it was 'pre-approved' by Tiger Woods as an acceptable style of shirt for discerning male golfers. In this case, Nike borrowed the equity of Tiger's influence to solidify this garment's validity. Example #1: "Loyalty is a primary measure of success in any marketing effort. What it means to borrow the equity of a sports team's fan base is that you are piggybacking off of the already existing loyal fan base of the league, and utilizing this factor to benefit your brand. Sport sponsorships are historically very effective because of this loyalty factor." Example #2: "To borrow the equity of a sports' team fan base to build a lasting brand essentially means that you are leveraging the team or specific athletes' influence to speak to your target audience. Brands know that the right sports sponsorships will create conversations and open doors to sales much faster than traditional advertising efforts simply because the crucial trust factor is present from the start."
Writers for Genesco Sports Enterprises, Inc. Answers and Questions
Helen Lee is a freelance data analyst and writer with over 15 years of experience in the Marketing field working for companies and clients in a variety of industries including financial services, quick service restaurant (QSR), consumer packaged goods (CPG) and education technology. She has experience managing marketing research projects, conducting strategic analyses and writing and editing a variety of pieces including marketing material, blog entries and user guides.
Rachelle Enns is a job search expert, executive headhunter, career catalyst, and interview coach. Utilized by top talent from Fortune companies like Microsoft, General Electric, and Nestle, she helps professionals position themselves in today's competitive digital marketplace.
Rachelle founded Renovate My Resume and Executive Resume Solutions, two companies focused on helping job seekers get their edge back. She helps everyone from new graduates looking for their first placement, to CEO's who want more out of their career.
Rachelle coaches students to executives on how to master the toughest interview questions and how to handle the most bizarre interview situations; all with confidence and poise. Rachelle trains other career coaches, recruiters, and resume writers, globally. A big part of her job is also spent coaching HR professionals on how to bring the human touch back into their interview and hiring process.
Rachel Marcelle is a Full Desk Recruiter and Career Blogger whose passion is helping others to reach their goals. She helps HR Teams and Hiring Managers set realistic and appropriate staffing expectations in order to build the best possible teams, cultivate healthy cultures, and attain set business plans. She spends much of her time screening and coaching candidates. She works with them and hiring teams bilaterally, preparing them for all phases of the interview process, and continually networks to nurture opportunities for both companies and individuals.
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