IACA 2014 Industry Attitudinal Survey - page 12

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The three most important tools that respondents consider the most effective in gaining
new customers are:
Public Relations
Radio
Direct Mail
Word of Mouth
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
E-mail marketing
On-line tools typically are handled in-house (67%), although many businesses will go
outside for help on some things.
Sales Derived From American Indian Art
Sales of American Indian art as a percent of total sales fell by 6 percentage points versus
2011. Those reporting less than 50% of sales from American Indian art has increased by
4 percentage points.
% Sales from AI Art
2013
2012
90+%
55%
49%
Less than 50%
17%
17%
Greatest Challenges, and Help Most Desired
The greatest challenge to all respondents is finding a way to effectively reach the
audience with limited marketing revenues, followed by a distant second – managing the
cost of doing business.
Consistent with the challenge, is the desire for help in marketing, generating sales and
new business.
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