How do you increase product growth during the ("quieter") summer months?
If there's one thing marketers know, it's that most holidays and promotional opportunities fall between September 1st and December 31st.
Summer is generally quieter; people are on vacation, and paradoxically, more on their phones, but things are still slower.
So how do you ensure a growth trend during months like June, July, and August?
From a marketer's perspective, I saw 2 opportunities during this period:
 do some kind of festival related to the product or participate in one as a professional company
start pushing the "get ready for work in September/get ready for school in September" promo already during the summer
[TL;DR: In my opinion, marketing in the summer is made harder when you aspire to have higher sales.]
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@busmark_w_nika Heavy Discount Campaigns!!
We would launch a "Back to school" campaign and offer heavy discounts to prep for the busy season. Same with Black Friday or Christmas campaigns. We also ran a Valentine's Day campaign, "Will you install me?" last year, that got us 98% more installs for the month—https://donde.in/growth/valentine-day.
More than the campaigns, the roadmap would focus on innovative and experimental features during the slow season. In the busy season, we would focus on performance and stability.
minimalist phone: reduce your screentime
@roopesh_donde The thing is... are not people annoyed when they have "days off" and directly in the middle of holidays, they see.. "Back to work" :D "back to school" :D I would be a little bit stressed out being that student :D
Summer hits differently when you are running more than one business at once. I run three, and the quiet months are actually when I notice which one is quietly falling behind, because it never produces the loud urgent problem that normally pulls my attention. What has worked for me is treating summer as the season to fix the boring stuff, docs, onboarding, small workflow fixes, instead of forcing a launch moment nobody has energy for. Then September becomes about turning attention back on, not starting from zero.
minimalist phone: reduce your screentime
@stacywycof83995Â is it more like a reminder campaign when you talk about the problem or?
I'd flip that "on vacation but scrolling more" thing into the opportunity tbh. Yeah, summer is slow for actual sales, but it's great for just getting on people's radar. They're scrolling with their guard down, not in that "okay I'm ready to buy" mode yet.
You won't get many sales in the summer for sure, but you're planting seeds so that when September comes and people are actually ready, you're the brand they already know instead of some random they just found.
It's a long game. Those months aren't wasted, they just pay off later.
minimalist phone: reduce your screentime
@jana_agentree This is also an option and to be honest, as I remember correctly, the promoting place (at least for meta ads) was cheaper :)
@busmark_w_nika exactly, and it doesn't neccessarily need to be paid ads, value driven content, getting people to know you, trust building. Lots of options really :)
agree with Jana's flip, the mistake is measuring summer against the same conversion goal as Q4 instead of a different one entirely. if people are scrolling with their guard down and not in buying mode, that's actually the best window of the year for top-of-funnel stuff, things that build familiarity without asking for a decision. long-form content, case studies, building an audience slowly, whatever compounds. September then converts an audience that already knows you, instead of trying to convert cold traffic in July.
minimalist phone: reduce your screentime
@galdayan It is a fact that we can leverage from that like opportunity for brand awarenss :)
Following this because I'm curious what others do too. What's worked for me isn't really a summer-specific trick, it's just doubling down on whatever channel gave me signal before the slowdown. If a comparison page or a specific post drove even a little traffic in spring, summer is when I lean harder into more of that instead of trying new channels when attention is already lower.
The other thing: use the quiet months to build the stuff that pays off in September. Content, comparison pages, integrations, whatever, since nobody's paying attention to it right now anyway, but it's live and indexed by the time the "back to school/back to work" surge hits.
Another angle on this: we run a platform for schools to manage student volunteering, so our situation’s a bit different. A lot of this thread assumes your audience is still there, just less active - for us, they’re actually gone. School’s out for summer, so it’s not a matter of attention, it’s absence.
What’s worked well is treating summer as our “fix what actually matters” season - the things teachers and coordinators will judge us on in September. Onboarding friction, reporting clarity, all the stuff that gets overlooked mid-semester when everyone’s too busy to notice what’s broken.
So for us, September isn’t really a marketing push - it’s more like a first impression reset.