HIGH POINT, N.C. — From gathering ideas to comparing prices to making buying decisions, today’s home furnishings shoppers are using Google at every step of the purchase process. 

All along that journey, Google is tracking search data. Josh Banfield, a senior business lead at Google offices in Chicago, will examine some of that data with those attending the American Home Furnishings Alliance (AHFA) Marketing/PR Conference next month. 

“We will be sharing omnichannel insights for furniture, mattress, and home remodeling shoppers,” said Banfield. “We will show how shoppers are using Search and YouTube for inspiration, to conduct research and to make purchases.” 

Banfield has spent ten years at Google helping executives drive significant growth through innovative marketing strategies, including omnichannel sales and loyalty programs. He will be joined by Shea Browning, an advertising executive at Google who has partnered with Fortune 500 retailers to empower their omnichannel sales strategy. 

Newly added to the February program are Jenny Scholl and Kelly Dunville from Crobar Creative Leverage of Greensboro, who will provide attendees with an essential checklist for measuring the health of their brands to ensure that any tech, influencer collaboration or digital strategy they add to their toolbox this year stays true to their brand. 

Their presentation will be followed by a panel discussion focused on “brand storytelling.” Panelists will share how they identified the story at the heart of their brand, and how they filter marketing strategies to ensure they remain aligned with that brand story. Panelists include Elise Gabrielson, vice president of marketing for Crypton; Doug Bassett, president of VaughanBassett Furniture; and Angela Kim, senior director of global licensing for Hearst Magazines. 

The keynote presentation for the 2025 conference, “Living Ahead: 2025 Consumer Insights for the Evolving Home Industry,” will be presented by Jay Anna Mize, vice president of advisory + partnerships at Fashion Snoops, a leading global forecasting agency.  

Mize will empower brands to harness trends to both inform and transform product development, marketing, and business strategies. 

Delivering the manufacturer spotlight presentation is Sol Garay, president of BDI Furniture since October. BDI is an AHFA member company and a leading designer and manufacturer of innovative, modern home furnishings. With over 25 years of experience in the home furnishings and consumer goods industries, Garay has a proven track record of growing iconic brands, including McCormick, Williams-Sonoma Home, Pottery Barn and Gap. Known for her ability to align creative vision with business objectives, she will present “From Aisles to Interiors: Applying CPG Branding to the Home Décor World.”  

Also on the agenda is Josh Walter, CEO of Los Angeles-based BrandJump, an e-commerce agency providing home furnishings manufacturers with merchandising, content, and online retail sales strategy. Co-founded by Walter in 2011, the company partners with leading manufacturers and 50 diverse retailers supporting more than $100 million in annual sales.  

In “Why We Need More Marketing in Ecommerce,” Walter will provide actionable strategies for marketers to protect and drive their brand while working with e-commerce platforms. 

Influencer marketing has become a key strategy for brands seeking sustainable growth, but how do companies make meaningful connections that will resonate with their target audience and their style preferences, rather than relying solely on demographics? Atul Singh, CEO and co-founder of The Shelf is coming to AHFA’s Marketing/PR Conference armed with answers! His presentation on “A Data-First Approach to Influencer Marketing” will walk attendees through crafting influencer programs that don’t just grow brand affinity but also drive revenue.  

Singh leads a global team of more than 90 professionals at Atlanta-based The Shelf, where they work with brands like Sam’s Club, Mohawk Flooring, O’Keeffe’s, and ROAR Organic. Singh’s technical background and data-driven approach allow the agency to combine creative strategy with cutting-edge technology to develop highly effective campaigns. He encourages attendees to bring questions about “all things influencer marketing-related in the home décor world” – including what’s happening with TikTok! 

The conference is February 19-20 at The Conference Center at Guilford Technical Community College, 7908 Leabourne Road, in Colfax, North Carolina. AHFA invites marketing, public relations and communications professionals in all segments of the industry to attend.

Registration is $299 for AHFA members and $599 for non-members and includes a light breakfast plus lunch both days. The deadline for registrations is Friday, February 14. For those needing overnight accommodations, a group rate is available at the Marriott Springhill Suites Greensboro Airport until the AHFA room block is full.  

Full details are on the conference event page.