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21

Cost of Business and Actions Taken

69% of responding artists have felt the costs of business increase significantly over the

previous 12 months.

The major contributors to the increase business costs are

Materials and supplies – 76%

Travel and expenses -71%

The economic pressures have forced respondents to take a number of actions to offset the

expense increases, including:

Reduce travel – 57%

Change product offerings – 42%

Reduce operating costs – 38%

Marketing the Business

69% of artists report that they invest less than 5% of their sales into marketing.

The three most important tools that artists consider the most effective in gaining new

customers are:

Social media

Word of mouth

Events and shows

On-line marketing is an important part of marketing the American Indian Art business.

The three leading tools used in the business include:

Website

FaceBook

Email marketing

On-line tools typically are handled in-house, although many artists will go outside for

help on some things.

Greatest Challenges, and Help Most Desired

Marketing is the greatest challenge for the American Indian Artist, including ways to

reach their audience given limited marketing funds, followed by seeking help in

accounting and finance.