Forget about the Customer

A couple of years ago I discovered something that revolutionised design for me - iStock. iStockphoto.com is a website where photographers can sell their images for people like me who want to design brochures or websites etc. They are relatively cheap and with over 2.6 million images available, you can find almost anything you need.

I've downloaded hundreds of images that I've used in church, on flyers, posters, websites, videos etc. I usually download the 'medium' quality image which used to cost me 3 credits each - about $5.13 NZ.

However, I've just visited the site wanting an image of someone reading a Bible on the beach for a magazine I'm putting together to find that the price has increased to 5 credits - about $8.50 per image (medium quality version). That's a 66% increase in probably less than two years.

I've noticed price increases before - vector files went from 3 - 5 credits to 7 credits in one hit. The problem with iStock is that it is controlled, moderated and maintained by photographers and digital artists. Any thread discussing price increases is overwhelmingly pro-price increase. Try criticizing their new prices and you get shot down by a verbal barrage of angry 'arteests'.

The problem is that they're thinking only of themselves. They complain that they're not getting paid enough from the site - i.e. customers don't pay enough. But they're not thinking like a marketer should. If they keep increasing their prices, they'll lose customers, and they'll get paid even less. It really isn't rocket science.

So while they think they're doing the right thing, I am so disgruntled that I hop on over with a couple of clicks to their competitor - Dreamstime (and there are heaps more) who offer the same service for a lesser price.

Don't forget the customer. You can't price something at what you want. You have to price something at what people will pay.