Lots of good opinions, I'll offer mine.

My health club membership comes with all sorts of perks other than the workout facility. Business networking, discounts at local restaurants, and more. It's a great facility but I must say the perks have kept me a member. I know it's a different product but people are pretty much the same when it comes to anything.

There are many businesses that give the customer what they pay for...that's just good business. Give the customer more reasons to not look around at your competition.