How Not to Discount: Part III

Don't discount only your lowest-priced inventory. Today’s example of how not to discount is slightly counterintuitive because it’s easy to associate “discount” with “low price.” The mistake I’m talking about is only discounting the lowest-priced inventory in your venue. This happens because some marketers are conflating two different things: a low price and a discount from face value. They aren’t the same thing, and they function psychologically to the consumer in very different ways. A tier of seats that is inexpensive has...

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