“I’m really excited about the prospect of creating an experiential marketing campaign, where we can activate the brand in the wild, where our customers are. I’ve researched a variety of marketing activations, such as one where a vegetable company brought branded trucks to a festival and served vegetable snacks to health-conscious consumers.”

“I would take the opportunity as a representative of the brand to address the customer in a respectful and holistic way, assuring them that our brand feels accountable to making the customer happy and discussing how we can best accomplish that in the customer’s future interactions with our brand.”

“I was charged with introducing a new brand at a tech conference in Las Vegas. We created a strategy that involved physical signage and giveaways at the conference center, along with a Twitter account that posted about the next locations where customers could find our product. We integrated the campaign with general conference tweets through the use of hashtags. It was a lot of fun.”

“Our team tracked mentions of our product throughout the conference to see how many conference attendees were engaging with the product. We also tracked hits to our website, as well as attendance at the giveaways. Other metrics we computed were sales after the conference, mentions on social media and engagement through other channels like email.”

“A brand I marketed did not experience strong engagement online from customers. In research done after the campaign, we learned that our sense of who the customer was inaccurate, and the true customer should be targeted differently. We adjusted our marketing language and targeted differently via ads and outreach and experienced greater success the next time.”

“I worked on a team with several people who came from very different backgrounds and disagreed on many things. The way I worked to bridge this gap was by defining what our product was together and focusing on the product rather than on our personal differences. By focusing that way, we were able to work together.

“I came into a team that had a brand that had released a faulty product and accumulated negative associations with customers. We rebranded by creating a bright and cheery new logo that signaled the change in the product. We acknowledged to customers that the product had had issues and was being reformulated, and we communicated throughout the rebrand. Customers gave us a chance, spread their satisfaction with friends and the new brand became successful.”

"To decide which marketing and promotion channels to use on a new campaign, I would first study any available market research about our target audience about where they spend their time, what kinds of media they consume and what types of messaging they connect to. I would also consider fragmentation within the target audience to use a combination of channels that would capture our entire customer base. For example, when targeting a health-conscious audience, I'd use influencer marketing to connect with the younger wellness movement and community partnerships to reach an older audience."