Don Drumm Studios and Gallery

Don and Lisa Drumm, co-owners
Akron, Ohio

Have you reduced your inventory levels? What needs to happen before you will feel comfortable increasing your inventory levels?

Yes, we have reduced inventory. We have been taking fewer risks on innovative merchandise and ordering smaller quantities of proven sellers.

However, we feel it is very important that the gallery not show the signs of our belt tightening. We need a good selection of fresh merchandise to keep our customers excited and coming back.

Many craftspeople have helped us by offering consignment, extended terms and a willingness to take smaller orders more frequently.

What indicators do you need to see before you’ve decided that the economy is indeed improving?

We have been accustomed to 35 years of constant growth and improved sales figures. Now for the first time, we are seeing a downturn in gross sales. We are hanging in there, but it has been largely based on quantities of smaller sales.

It has been said that when the economy goes bad, those with money still have it, and because the stock market is bad, they will spend on art. This time it’s different. Our core customers—professionals like doctors, lawyers and business people—are also feeling the pinch in their incomes and spending less. I need to see those people feeling confident again.

Are you advertising consistently?

One of the really big retailers said, “When the times get bad, advertise!” So that is what we are doing. However, we are watching the budget by trimming ad size in some cases and heavy rate negotiation in other areas.

Direct mail is still our best vehicle, but with a mailing list of more than 15,000, it’s expensive. We do a major mailing four times a year and a postcard drop several times during the holiday season.

We also advertise in the programs of selected cultural venues, both to show our support of those organizations and to reach those people who we feel are our customer base.

What are a few other ways you’re preparing for the rebound?

Stay alive, stay healthy, stay special, don’t lose sight of who we are and what we represent, keep our customer base intact and happy … and weather this storm!

What have you noticed in terms of consumer confidence?

We get occasional glimpses of rising consumer confidence, but they are still few and far between. I guess the positive side is that so far we have seen no further slide. However, continuing layoffs and government financial problems mean we move forward with great caution. We are not out of the woods yet!