Plains Indian Art and Artifacts
Rapid City, SD
Company – Prairie Edge, Rapid City, SD
Product: Plains Indian art and artifacts.
Situation: Owner wanted to grow sales in his two galleries and catalog.
We correctly identified a key reason people buy this type of art: They connect with the story behind the individual piece, or the legends it honors, versus its specific visual aspects. We retrained the gallery personnel and highlighted the legends behind each piece in the galleries. We developed a direct mail program, “The Prairie Edge Ledgers”, that also highlighted the legends for catalog customers. We also created a very personal follow-up system designed to help people buy from the galleries “long distance,” because the majority of their galleries’ business was one-time purchases from tourists. Gallery sales increased 48% in the first 12 months of the program.