IACA 2014 Industry Attitudinal Survey - page 21

The economic pressures have forced respondents to take a number of actions to offset the
expense increases, including:
Reduce Travel – 80%
Reduce Stock on Hand – 60%
Marketing the Business
Nearly 14% of reporting businesses invest 1%, or less of their annual sales into marketing
and advertising with over 57% reporting marketing expenses at less than 5% of annual
The most important tools that wholesalers consider the most effective in gaining new
customers are:
Direct Mail
On-line marketing is an important part of marketing the American Indian Art business.
The three leading tools used in the wholesale business include:
E-Mail Marketing
On-line tools typically are handled in-house, although many businesses will go outside
for help on some things.
Most Productive Sales Channels
Wholesalers report that their storefront is their most productive sales channel, followed
by their website and wholesale shows.
Sales Derived From American Indian Art
14% of the responding wholesalers report that in excess of 90% of their volume comes
from sales of American Indian art. This is a significant change from 2013 where 67% of
wholesalers reported in excess of 95% of sales came from American Indian art.
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