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Perform Group plc. Interview
Questions

30 Questions and Answers by
| Helen Lee is a freelance data analyst and writer with over 15 years of experience in marketing.

Question 1 of 30

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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Perform Group plc. Interview Questions

  1. 1.

    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 Perform Group 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 Perform Group 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 Perform Group and gain experience to serve clients better.

      Helen's Answer

      "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 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 Perform Group."

      Rachelle's Answer

      "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 Perform Group."

  2. 2.

    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.

      Helen's Answer

      "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 Perform Group and your clients."

      Rachelle's Answer

      "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 Perform Group team."

  3. 3.

    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.

      Helen's Answer

      "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

      "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."

  4. 4.

    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!

      Helen's Answer

      "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

      "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."

  5. 5.

    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.

      Helen's Answer

      "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

      "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."

  6. 6.

    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.

      Helen'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 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."

  7. 7.

    What are some traditional marketing methods, compared to digital marketing, that are still highly effective when incorporated and why?

      When asking this question, the interviewer intends to find out what marketing methods you're familiar with outside of the digital space, which you find to be most useful, and their outcome in your campaigns.

      When answering, try to avoid mentioning methods you don't employ so that meaningful examples back your opinion. If your professional experience has been focused primarily on digital, you can state this. Then without over-generalizing, mention non-digital methods that are heavily in use to-date and why you believe that is.

      Helen's Answer

      "I work with various clients that sell retail products. While loyalty campaigns can obviously be digitized, they still provide consumers with the option to clip coupons and hold physical reward cards that can be swiped or punched during visits to accumulate points or take advantage of promotions. Loyalty cards provide exciting experiences for consumers when they check out at the cash register. Being awarded for shopping and saving money is satisfying and makes them want to return. Even more popular are coupons. By providing the customer with a coupon, you're providing an incentive to shop in a place or buy an item they may not have otherwise. Because of the discount, customers are empowered to try the product - and if they like it, it's a win on both sides."

      Rachelle's Answer

      "Traditional marketing tactics that are very effective include referral programs, telemarketing, and mailpieces. They can be overlooked, considered too aggressive, or old-school for some marketers' taste, but they do still work. Referral programs, for one, work because word-of-mouth is still one of the most popular and natural ways that people hear about products and services. A happy customer will already sing your praises, but if given an incentive to tell others about you, they become more motivated. Telemarketing is effective because when you get a prospect on the phone, you have their undivided attention for at least a few seconds. This undivided attention helps you break through to consumers that have learned to bypass electronic communications due to being constantly overwhelmed by a sea of text in emails, on social feeds, etc. Mailpieces work similarly. Since many companies have opted out of sending marketing materials through the mail, there's now less competition, and it can be easier to get a prospect to read a letter."

  8. 8.

    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.

      Helen's Answer

      "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. Our rate of consumption is unprecedented, and the fastest way to access it is through online content sharing."

      Rachelle's Answer

      "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."

  9. 9.

    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 sports 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. Perform Group 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 Perform Group want to know you will be ready to face any difficulties that may arise from their clients' projects.

      Helen'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 be put to good use at Perform Group."

      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. However, each client project has given me valuable experience to use while working at Perform Group."

  10. 10.

    Tell me about your experiences giving presentations in front of large groups.

      Public speaking can be intimidating so assure the interviewer that you are capable of communicating well in front of large groups. Have you taken any courses or training in public speaking? Perhaps you have so much experience that it comes second nature. Assure the interviewer that you are capable of giving presentations.

      Helen's Answer

      "In my last two roles I have been responsible for regularly presenting to my team of 43 staff as well as to our entire marketing department of over 80. I have taken a couple of Toastmasters sessions which helped a great deal. I am a confident public speaker."

      Rachelle's Answer

      "I do not have a lot of experience in presenting to large groups. Perhaps, 4-6 people at most. I am a confident public speaker and am sure that I could present in front of many people."

  11. 11.

    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.

      Helen'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 Perform Group 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 Perform Group."

  12. 12.

    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.

      Helen'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."

  13. 13.

    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.

      Helen's Answer

      "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

      "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."

  14. 14.

    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.

      Helen's Answer

      "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

      "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."

  15. 15.

    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.

      Helen'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 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

      "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."

  16. 16.

    In your opinion, how do sports investments enhance a company's reputation?

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  17. 17.

    How do you think that online media has changed traditional print and broadcast media approaches in the past 10 years?

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  18. 18.

    In which ways are social media and sports most compatible?

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  19. 19.

    Why has video marketing become a valuable part of many clients' sports marketing strategies?

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  20. 20.

    When you suffer a setback, how does that emotionally affect you and your work?

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  21. 21.

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

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  22. 22.

    Tell me about your experience using hashtags to increase the visibility of sports related social media content.

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  23. 23.

    Do you believe paid social campaigns are useful, and if so, why?

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  24. 24.

    Describe your experience working with digital advertising.

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  25. 25.

    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?

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  26. 26.

    Why do you think you will be successful in this role?

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  27. 27.

    How can associating with a sports property help a brand to strengthen its position in the marketplace, locally and nationally?

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  28. 28.

    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.

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  29. 29.

    What does the term 'people-powered data' mean to you?

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  30. 30.

    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?

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