Rethink Price Discounting –Farquharson/Tedesco

Now do we have your attention? But first, here's today's big hedge. There's no commonality between froyo and large-job commercial printing, at least not one we want to talk about now. So, let's turn our attention to on-demand/short-run printing.

Consider a cup of yogurt selling at $5 or $5.50. Customers won't think twice about the extra 50 cents as long as their froyo experience is heavenly. In fact, they won't even know about the price premium most of the time because 50 cents is insignificant. Better yet, they know they're getting a special deal—the amount doesn't matter—because their kid attends a school on the discount list. Now, you've created an affinity, which is a major step toward long-lasting loyalty.