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Genesco Sports Enterprises Interview
Questions

30 Questions and Answers by
| Rachelle is a job search expert, career coach, and headhunter
who helps everyone from students to fortune executives find success in their career.

Question 1 of 30

How competitive are you?

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Genesco Sports Enterprises Interview Questions

  1. 1.

    How competitive are you?

      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.

      Rachelle's Answer

      "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."

      Rachelle's Answer

      "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."

  2. 2.

    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.

      Rachelle's Answer

      "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."

      Rachelle's Answer

      "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."

  3. 3.

    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.

      Rachelle's Answer

      "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."

      Rachelle's Answer

      "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."

  4. 4.

    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.

      Rachelle's Answer

      "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."

      Rachelle's Answer

      "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."

  5. 5.

    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.

      Rachelle's Answer

      "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."

      Rachelle's Answer

      "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."

  6. 6.

    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.

      Rachelle's Answer

      "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."

      Rachelle's Answer

      "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."

  7. 7.

    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.

      Rachelle's Answer

      "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."

      Rachelle's Answer

      "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."

  8. 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.

      Rachelle's Answer

      "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."

      Rachelle's Answer

      "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. 9.

    What does greatness, and success, mean to you?

      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.

      Rachelle's Answer

      "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!"

      Rachelle's Answer

      "To me, greatness is having an excellent reputation and being someone of integrity. Success comes when you achieve your goals."

  10. 10.

    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.

      Rachelle's Answer

      "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."

      Rachelle's Answer

      "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."

  11. 11.

    Is compensation the most important factor for you when taking a new job?

      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!

      Rachelle's Answer

      "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."

      Rachelle's Answer

      "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."

  12. 12.

    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.

      Rachelle's Answer

      "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."

      Rachelle's Answer

      "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."

  13. 13.

    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

      Rachelle's Answer

      "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."

      Rachelle's Answer

      "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."

  14. 14.

    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?

      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.

      Rachelle's Answer

      "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."

      Rachelle's Answer

      "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."

  15. 15.

    How would you rate your performance in this interview so far?

      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."

      Rachelle's Answer

      "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."

      Rachelle's Answer

      "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."

  16. 16.

    Tell me about a time when you had to work with someone who was difficult to get along with.

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  17. 17.

    How do you like to be recognized for your accomplishments?

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  18. 18.

    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?

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  19. 19.

    Do you have experience working alongside, and negotiating with, rights holders and leagues?

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  20. 20.

    In which ways are social media and sports most compatible?

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  21. 21.

    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?

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  22. 22.

    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.

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  23. 23.

    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?

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  24. 24.

    Do you have experience adding celebrity talent to a roster for sponsorships?

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  25. 25.

    In your opinion, what is the most influential form of media today?

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  26. 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?

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  27. 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?

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  28. 28.

    Do you have experience presenting research and survey findings to groups of stakeholders?

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  29. 29.

    Has a brand ever built an emotional connection with you using sports marketing? If so, tell me how they accomplished this connection.

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  30. 30.

    What does it mean to borrow the equity of a sports team's fan base to build a lasting brand?

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