How important is marketing consistency, and what does it really mean in practice?

Marketing consistency is the entire ballgame. Think of it this way: if you owned a retail art gallery, would you ever put a sign in the window saying ‘Closed for summer, artist is burnt out’? Of course not. You’d keep that gallery open 6-7 days a week, 9 to 5. But that’s exactly what most artists do with their marketing—they work at it for a few weeks or maybe a month, then close the doors for 3 to 6 to 9 months or a year. Then they wonder why nothing’s happening. You would never close a retail gallery like that, and you can’t do it with your marketing either. The consistency of your marketing reflects whether your gallery doors are open or closed.

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Asked by general teaching point · Answered by Patrick · Art Business Webinar · 2026-05-29