Why should I keep marketing during a recession when sales are down?

Continuing your efforts during downturns creates multiple advantages. First, there’s a visibility multiplier - while peers go quiet, your voice gets louder relative to the noise. Second, collector loyalty builds - those who connect with you now become brand ambassadors and long-term customers. Third, algorithms reward consistency, so your reach expands exactly when competitors pause. Fourth, continued creation builds a rich back catalog for when demand spikes in recovery. Historical data shows that recessions punish the passive but reward the proactive. You’ll learn creative marketing strategies during tough times that peers who launch in good times will never develop, and these skills stay with you for life. You can’t afford to sit on the sidelines - the work you put in now pays dividends when the economy recovers.

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Asked by artists considering reducing their marketing · Answered by Patrick Shanahan · art-marketing-podcast · 2025-04-24