2015 Survey of the American Indian Arts Business - page 21

21
Cost of Business and Actions Taken
77% of responding wholesalers have felt the costs of business increase over the previous
12 months.
The major contributors to the increase business costs are
Product Inventory – 87%
Materials and Supplies – 87%
Travel and Expenses – 75%
The economic pressures have forced respondents to take a number of actions to offset the
expense increases, including:
Reduce Travel – 75%
Reduce Stock on Hand – 50%
Marketing the Business
55% reporting marketing expenses at less than 5% of annual sales.
The most important tools that wholesalers consider the most effective in gaining new
customers are:
Website
Radio
On-line marketing is an important part of marketing the American Indian Art business.
The three leading tools used in the wholesale business include:
Website
E-mail marketing
E-Bay or other auction site
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 website and show sales are most productive for them,
followed by the storefront.
Sales Derived From American Indian Art
14% of the responding wholesale respondents report that over of 90% of their volume
comes from sales of American Indian art.
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