In our group, the survivors were the ones who had the least amount of overhead, the largest amount saved for a rainy day and hands down, the ones who created the most amount of new work. They kept advertising because we reminded them over and over that if they advertised during a time when their competitors weren’t advertising then their voices would be louder. A lot louder. It worked and they are all still in business.
Now, times are such that photographers can no longer depend on their agents to do all the marketing and sales. It is required that photographers have their own voice and sell themselves and their work. The days of choosing a source book or two and sending out an occasional mailer are over. Frequency, consistency and variety are crucial in any marketing plan. We tell our photographers all of the time that they need to mirror what we are doing for them and have a marketing presence all of their own if they want to survive. When they participate, the power of their marketing is exponential.