2016 IACA American Indian Arts Business Survey - page 17

17
Marketing the Business
Overall, the retail sector of the business was considerablly more aggressive in marketing
their business, with 34% investing 10% or more of their sales into marketing efforts.
Marketing as % of Sales
2015
2014
-5%
37%
52%
10%+
26%
16%
15%+
9%
5%
The most important tools that retailers consider the most effective in gaining new
customers are:
Radio
Direct Mail
Website
Public Relations
On-line advertising
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 website is the most productive sales channel for them, followed
by their storefront. This is a change from a five-year trend where the storefront was
mentioned as the most productive sales channel.
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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