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Perform Group plc. Interview
Questions

30 Questions and Answers by Rachelle Enns

Updated May 14th, 2019 | 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
Do you have any influential relationships with any leagues, teams, or athletes?
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How to Answer
The interviewer would like to know what kind of network you bring with you to Perform Group, 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.
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30 Perform Group plc. Interview Questions
Win your next job by practicing from our question bank. We have thousands of questions and answers created by interview experts.
Interview Questions
  1. Do you have any influential relationships with any leagues, teams, or athletes?
  2. Tell me about your experience with fundraising efforts for charities, non-profit organizations, or grassroots sports in your community.
  3. Do you have experience with designing and implementing customer experience programs?
  4. Do you have experience presenting research and survey findings to groups of stakeholders?
  5. Our mission at Perform Group is to connect the world through sport. How can we change the way the world sees your favorite sport?
  6. Has a brand ever built an emotional connection with you using sports marketing? If so, tell me how they accomplished this connection.
  7. In your opinion, how do sports investments enhance a company's reputation?
  8. How do you think that online media has changed traditional print and broadcast media approaches in the past 10 years?
  9. In which ways are social media and sports most compatible?
  10. Why has video marketing become a valuable part of many clients' sports marketing strategies?
  11. What does it mean to borrow the equity of a sports team's fan base to build a lasting brand?
  12. When you suffer a setback, how does that emotionally affect you and your work?
  13. Do you have experience adding celebrity talent to a roster for sponsorships?
  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 Perform Group's clients, what initial steps would you take to begin the process?
  15. What tools are you familiar with when it comes to customer experience surveys?
  16. Tell me about your experience using hashtags to increase the visibility of sports related social media content.
  17. What are some traditional marketing methods, compared to digital marketing, that are still highly effective when incorporated and why?
  18. Do you believe paid social campaigns are useful, and if so, why?
  19. Describe your experience working with digital advertising.
  20. In your opinion, what is the most influential form of media today?
  21. At Perform Group, we believe in learning from other companies' public relations campaigns, both positive and negative aspects of them. Can you talk about a campaign you have seen that taught you a lesson applicable for future campaigns?
  22. 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?
  23. Why do you think you will be successful in this role?
  24. How can associating with a sports property help a brand to strengthen its position in the marketplace, locally and nationally?
  25. What do you find to be the most difficult aspect when helping clients build their marketing strategies?
  26. When working with Perform Group'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.
  27. What does the term 'people-powered data' mean to you?
  28. Tell me about your experiences giving presentations in front of large groups.
  29. Perform Group helps companies to establish an essential aspect of their overall marketing strategy: positioning. How have you helped with a company's positioning strategy in the past?
  30. Do you have experience working alongside, and negotiating with, rights holders and leagues?
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Answer Examples
1.
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 Perform Group, 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 #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 Perform Group including connections within the NFL and the NBA."
Rachelle's Answer #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 Perform Group."
2.
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 #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."
Rachelle's Answer #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."
3.
Do you have experience with designing and implementing customer experience programs?
Customer experience programs are systems that companies incorporate to improve their overall CX (customer experience). These programs can include a mixture of new services and solutions, added programs, or even intuitive software. All of this then amounts to a positive and refreshed customer experience. Walk the interviewer through the knowledge you have with designing or implementing customer experience programs.

Rachelle's Answer #1
"I have experience with customer experience programs, right from the customer journey map to full implementation and training. The most recent project I was a part of was for a residential real estate company who needed help defining the voice of their customer. Our team walked them through a process that included a customer-centric approach and a full-blown Voice-of-the-Customer program design."
Rachelle's Answer #2
"Although I have not worked directly with designing or implementing a customer experience program, I do have an understanding of them. If I were to design one, I would begin with developing ways for a company to deliver innovative customer experiences consistently. My focus would be on transforming various steps of the customer journey from awareness to the loyalty stage. I am eager to learn more about customer experience programs with Perform Group."
4.
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 performance went, overall.

Rachelle's Answer #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."
Rachelle's Answer #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."
5.
Our mission at Perform Group 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 Perform Group 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 #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 Perform Group could change the way the world sees soccer, I would begin with making soccer more of a mainstream sport ready for anyone to join."
Rachelle's Answer #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 Perform Group 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."
6.
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 Perform Group but bonus points if you mention their past work!

Rachelle's Answer #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."
Rachelle's Answer #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."
7.
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 Perform Group 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 #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."
Rachelle's Answer #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."
8.
How do you think that online media has changed traditional print and broadcast media approaches in the past 10 years?
This industry is ever-changing, and all types of media outlets have been scrambling to keep up with the introduction of online media. Talk to the interviewer about your insights when it comes to the changes you have witnessed in traditional media since the introduction of online media.

Rachelle's Answer #1
"Online media has changed the way we digest information. Most people look for content online because it's fast and we can read the opinions of others which helps us to form our own. This content is both convenient and dangerous at times as it doesn't necessarily promote free thought. I think that traditional print media has become lighter and more entertainment-driven because of this."
Rachelle's Answer #2
"I believe that online media has rapidly increased the amount of content that we feel we need in a day. Where it used to be that our parents would watch or read the local news once every morning or evening, we are now constantly logging in, and looking for updates on stories that may not even directly affect us. This response means that newspapers are often struggling with sales, and we have global 24/7 news channels."
9.
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 Perform Group. When an advertising or sponsorship client can embrace the power of social media, their sports marketing efforts see a dramatic boost.

Rachelle's Answer #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."
Rachelle's Answer #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."
10.
Why has video marketing become a valuable part of many clients' sports marketing strategies?
The hiring managers at Perform Group are looking for candidates who strongly believe in the power of video marketing and its role in a company's overall marketing strategy. Companies need to have robust and precise video strategies, and the importance of this is only growing.

In your response, talk about why you believe that video is an essential component for many companies in their marketing strategies. Your response should reflect your strong understanding of the value video marketing provides and how it has changed how companies build their marketing strategies.

Rachelle's Answer #1
"Video marketing has become an effective way for companies to increase brand awareness, conversion and even open rates for email campaigns. As the popularity of video marketing increases, it will be an important component for Perform Group's clients to consider when building their marketing strategy. Research has shown that consumers are looking for videos when making purchase decisions. It can play an integral part in not only sales but also customer service through demonstration and other types of educational videos. There are many opportunities to integrate video into Perform Group's clients' overall marketing strategies."
Rachelle's Answer #2
"Building a video strategy will allow Perform Group clients to build a more intimate relationship with current and potential customers. Video messages are more effective in delivering emotion; more than through words alone. Research has shown that people are more likely to share videos as well, therefore allowing your marketing message to spread more effectively. As more companies are integrating video into their overall marketing strategies, those who are slow to adopt the trend will be left fighting against stronger brands to build their awareness."
11.
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.

Rachelle's Answer #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."
Rachelle's Answer #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."
12.
When you suffer a setback, how does that emotionally affect you and your work?
Everyone handles the stress and disappointment of setbacks differently. Discuss with the interviewer how you typically cope with delays in the workplace.

Rachelle's Answer #1
"Experiencing a setback is always disappointing, and can be a bit disheartening, but I understand that it happens from time to time. If I experience a major setback, I will take a few moments to debrief with my manager and discuss what I could have done differently. Then, I move on!"
Rachelle's Answer #2
"I expect setbacks in this industry and have become accustomed to them happening. Call it par for the course with working in media. When I encounter a huge setback I will take a few moments to assess the damage, then make a plan with my team on how to proceed."
13.
Do you have experience adding celebrity talent to a roster for sponsorships?
Perform Group 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.

Rachelle's Answer #1
"I understand that so much of what Perform Group 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."
Rachelle's Answer #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."
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 Perform Group's clients, what initial steps would you take to begin the process?
Hiring managers at Perform Group want to see how you begin executing your marketing strategy work. Solid execution of the initial stages is essential not to waste time having to re-execute any initial phases.

As an outside consultant, learning and gathering information is likely 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 #1
"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 #2
"When helping Perform Group's clients build or revise their marketing strategies, it will be important to understand their marketing history along with their current marketing efforts. This understanding 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.
What tools are you familiar with when it comes to customer experience surveys?
The interviewer would like a breakdown of the specific tools and software you have used in the past when it comes to customer surveys and studies. There is a multitude of options available in the customer relationship management industry. Try to find out what Perform Group uses, and if possible, tie in your experience with the tools that you will be using in this specific role.

Rachelle's Answer #1
"The customer survey tools I have used the most include SmileBack, Zendesk, and Nicereply. I have many years' experience in utilizing these tools for the most detailed data and outcomes. Could you share with me which resources you use at Perform Group? I am eager to apply everything that I know to the tools used here."
Rachelle's Answer #2
"At this early stage in my career, I have used the most basic tools including SurveyMonkey. I do find that solution to be simple yet powerful when it comes to collecting customer feedback. With that said, I am most interested in learning the internal systems and robust software used at Perform Group."
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