An empowering message
As Laserfiche moved to expand its presence and footprint in the enterprise content management (ECM) and business process automation (BPA) space, it became essential to open up its premiere conference, Empower, to a wider audience, with a focus on targeting professionals in large to mid-size enterprises.
The challenge here was that for years, Empower was colloquially known internally and externally as a training conference for current customers. We needed to find a way to show the value of the conference to people who might not have even heard of Laserfiche, while still capturing our audience that has led to and continues to support our success.
The challenge here was that for years, Empower was colloquially known internally and externally as a training conference for current customers. We needed to find a way to show the value of the conference to people who might not have even heard of Laserfiche, while still capturing our audience that has led to and continues to support our success.
My solution was to make our customers think differently about the value our courses provided -- tips and tricks turned into insights and advice. Attendees were no longer just Laserfiche users, they were prominent tech and business professionals. This approach not only broadens the appeal to prospective customers, but current customers feel empowered and gain a new sense of pride in their skillsets, a pride well deserved for the value they have provided over the years to the company's community of professionals.