2015 Survey of the American Indian Arts Business - page 17

17
Marketing the Business
Overall, 47% of reporting businesses invest less 5%, or less of their annual sales into
marketing and advertising. 19% however, invest over 10% of their annual sales into
marketing and advertising which is an uptick from the 2013 responses. 5% report
marketing and advertising expenses exceed over 15% of annual sales. The retail sector is
the most aggressive sector in the American Indian Art industry in terms of marketing
investment.
Marketing as % of Sales
2014
2013
-5%
52%
47%
10%+
16%
19%
15%+
5%
5%
The most important tools that retailers consider the most effective in gaining new
customers are:
Radio
Public Relations
Events and Shows
Website
On-line marketing is an important part of marketing the American Indian Art business.
The three leading tools used in the retail business include:
Website
FaceBook
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
Retailers report that their storefront is the most productive sales channel for them,
followed by their website.
Sales Derived From American Indian Art
38% of survey respondents report that over 90% of their sales revenues are generated
from American Indian Art, which is down significantly from the previous year. 23%
report that less than half of their revenues come from American Indian Art, which is up
considerably from the previous year.
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