Charlotte AMA Presents – The Road to Purchase: Understanding the Customer & the Journey

Curated By MTI Staff on March 2, 2016

The Road to Purchase: Understanding the Customer & the Journey

Today’s marketers benefit from deep insights into customers and prospects. That means going far beyond one-dimensional profiles in order to uncover the shifting consumer mindsets and motivations that drive purchases. This detailed information offers a much more accurate look at the customer journey—the complex and meandering path customers travel as they move toward a purchase.

By creating a “map” that defines the customer journey from dreaming and consideration to research and purchase, and beyond, marketers can set strategies more concisely and effectively for each stage. By intentionally selecting journey-relevant messaging and mediums, marketers can not only follow customers on their journeys, but help propel them from one stage to the next.

Learn how to integrate customer journeys into planning and gain useful tools to demonstrate how this approach to the customer journey can improve your marketing results.

Tickets include a sit down dinner (appetizer, entree & dessert).

Speakers:

Leslie Gillock, Director of Insights

As the director of our Insights group, Leslie brings her depth of experience in the textile home furnishings industry and her ever-curious nature to our comprehensive brand-development process. Driven by a passion for delivering results, Leslie develops the strategies that emerge from our Insights team – including our process of Discovery through which we determine the brand essence and audience persona and arrive at a brand statement and customer journey or experience map. As she lays the groundwork for all future brand development, Leslie maintains a 360° perspective that ensures vital objectivity. As a former Wray Ward client, Leslie served as VP brand management for Springs Global US, Inc., where she maintained responsibility for all marketing communications for the privately owned textile manufacturer. In addition to championing the company’s brands, Leslie also managed its licensing relationships and helped the company create synergies between its products and customers while the company finalized a merger that brought Fort Mill, S.C.-based Springs Industries together with Brazil-based Coteminas to create a global leader in Springs Global Participacoes S.A. Prior to joining the Springs Global executive team, Leslie built her career during a long tenure at Fruit of the Loom.

Kent Panther, Director of Business Development

After more than eight years as head of strategic planning at Wray Ward, Kent now directs business development. Client experience includes work with Duke Energy, Hunter Douglas Window Designs, Lowe’s Home Improvement, Mohawk Flooring, Rheem Gas Furnaces, Springmaid Home Fashions, Sunbrella and VELUX Skylights. Before joining the agency, Kent worked on brands including Michelin, Mr. Coffee, McDonald’s Restaurants and Coca-Cola. A graduate of Miami University in Ohio, he earned a B.S. degree in business with a major in marketing. He is originally from Louisville, KY.