Craft Brewery Sales Bubble Up with Help From an Austin FCMO

The city of Austin offers more than dynamic live music, a rich culture, and a creative culinary scene. The city is also home to a thriving craft brewery industry with a robust local market and a passion for locally produced beer. How can a craft brewery tap into this passion? An Austin fractional chief marketing officer (CMO) can help. They provide comprehensive assistance to increase sales for craft breweries.

Hiring an Austin FCMO helps in the following business functions:

• Market analysis and strategy development
• Branding and differentiation
• Distribution optimization
• Marketing campaign execution
• Community engagement and events
• Data-driven decision-making

Read more if you are considering a fractional CMO for your craft brewery. Let’s go!

Our fractional CMO services are your secret weapon to achieving 20-30% business growth this year. Discover the difference today

What Is a Fractional CMO?

A fractional CMO is an executive-level marketing officer employed part-time by a company. They perform the same responsibilities as a full-time CMO without the long-term commitment.

Startups and small businesses often hire a fractional CMO to save labor expenses on simple, short-term marketing initiatives. An FCMO currently charges between $200 and $300 per hour. Compared to spending around $170,000 to $310,000 on a full-time executive, hiring a fractional CMO is more practical. 

For a portion of the cost of hiring a permanent employee, a fractional CMO offers the knowledge and experience a business requires. Consider the following benefits a fractional CMO can bring to your brewery:

• Strategic market expansion
• Flexibility
• Fresh marketing approaches
• Cost-effective risk management
• Long-term growth
• Digital marketing optimization
• Fostering customer loyalty

6 Functions an Austin Fractional CMO Can Cover to Boost Sales

A CMO-for-hire provides craft breweries with an outside perspective and up-to-date industry knowledge. Here are six business functions a fractional CMO can optimize to drive sales growth for breweries: 

   1. Market Analysis and Strategy Development

Craft breweries in Austin have increased from roughly six to over 70 over the last 15 years due to massive population increase and state law amendments on taprooms. However, many closed in 2022 due to factors such as fierce competition and a nationwide drop in beer sales. 

To survive the cutthroat industry and drive sales, craft breweries must develop effective marketing strategies tailored to local beer enthusiasts’ diverse preferences. An Austin fractional CMO can:

• Conduct market research to identify target demographics, ranging from young professionals seeking innovative flavors to seasoned connoisseurs with a penchant for traditional brews. 
• Analyze consumer preferences, such as demand for locally sourced ingredients, sustainability, and unique flavor profiles.

Backed by insights from market analysis, the fractional CMO collaborates with breweries to develop tailored marketing strategies. These include: 

• Highlighting breweries' commitment to sustainability
• Promoting limited-edition releases 
• Organizing themed events that resonate with target demographics. 

Breweries can effectively capture substantial market share and increase sales by aligning marketing efforts with consumer preferences.

   2. Branding and Differentiation

A unique brand identity makes a brewery stand out in a highly competitive market. A fractional CMO excels in developing brand storylines that effectively connect with Austin consumers and resonate with business stakeholders. Whether highlighting unique brewing methods, dedication to quality, or local roots, storytelling fosters brand loyalty and draws in new clients.

Being different gives brands a competitive advantage. Craft breweries can carve out their niche in the market and attract the attention of discerning consumers by focusing on what makes them unique. The fractional CMO helps you come up with distinctive marketing propositions, including: 

• Focusing on experimental brewing techniques
• Working with regional artists
• Creating creative packaging

   3. Distribution Optimization

Reaching customers outside of brewery taprooms requires efficient distribution. The fractional CMO helps breweries serve a wider local clientele by designing brand growth strategies such as:

• Helping local distributors and breweries collaborate. By fostering these ties, breweries can reach a wider audience and new consumer segments. More importantly, products are easily accessible at pubs, eateries, and retail stores all across Austin. 
• Advising breweries to investigate direct-to-consumer sales alternatives. Direct-to-consumer methods involve creating an online presence through e-commerce platforms or optimizing taproom experiences to produce memorable brewery visits. 

Craft breweries can foster stronger client relationships and optimize revenue streams through these diversified sales methods.

   4. Marketing Campaign Execution

The fractional CMO works with breweries to develop compelling marketing initiatives, such as social media ads and immersive events, to appeal to Austin's beer fans. Businesses can increase brand recognition and foster a loyal fan base through marketing activities such as:

• Beer tastings
• Community event sponsorships
• Festival Participation

Digital marketing channels provide another way to grow clientele. The fractional CMO oversees effective social media strategies, content creation, and targeted advertising campaigns. This approach ensures brewers remain in their target audience’s minds, propagating their brand message and eventually boosting sales.

   5. Community Engagement and Events

Community engagement is at the heart of Austin's craft brewery scene. A fractional CMO helps craft breweries foster meaningful connections with the local market through the following activities: 

• Brewery tours. Offering guided tours with samplings of various craft beers provides an immersive experience that showcases the brand's craftsmanship and unique brewing process.
• Beer-pairing dinners. Hosting beer-pairing dinners with local restaurants or chefs widens the network and audience.
• Beer festivals and tastings. Organizing beer festivals and tasting events allows craft beer brands to interact directly with consumers.
• Pop-up taprooms or beer gardens. Setting up pop-up taprooms or beer gardens in high-traffic areas, such as parks, markets, or festivals, attracts new audiences.
• Beer education workshops. Hosting educational seminars on beer brewing techniques, beer styles, or beer and food pairings positions the brand as a craft beer authority.
• Collaborative brew days: Inviting customers or influencers to assist in brewing a particular batch of beer further fosters community engagement. 
• Beer launch parties. Organizing new beer launches and other promotional events stimulates local awareness and engagement.
• Beer-centric experiential marketing campaigns. Creating experiential campaigns such as themed escape rooms, scavenger hunts, or interactive installations builds excitement among consumers.

Additionally, the Austin fractional CMO facilitates partnerships between breweries and local businesses or organizations. Co-branded products, cross-promotional events, and joint campaigns are effective marketing strategies that improve:

• Relationship building
• Brand awareness
• Word-of-mouth marketing
• Brand positioning
• Product demonstration
• Market research
• Networking
• Customer loyalty

   6. Data-Driven Decision-Making

An Austin fractional CMO can help local businesses leverage data-driven decision-making to optimize marketing activities, promote growth, and maximize return on investment. This optimization is achieved through data analytics, resource optimization, and strategic counseling. The CMO-for-hire also helps collect and analyze sales data, customer reviews, and industry trends to find growth prospects. 

Continuous improvement requires measuring the effectiveness of marketing activities. The fractional CMO supports the creation of tracking techniques and key performance indicators (KPIs) to assess the effectiveness of marketing campaigns. 

Breweries may improve their strategies and achieve sustainable growth by monitoring sales metrics, internet traffic, social media interaction, and constant performance analysis. Furthermore, they may adapt their offerings to changing consumer demands and improve their marketing strategies using actionable insights.

Summing Up

As Austin's craft brewery industry continues to evolve, leveraging fractional CMO services can provide breweries with the support and tools they need to increase sales, grow local clientele, and ensure long-term success. 

Hire a fractional CMO to help you grow your business. Digital Authority Partners (DAP) can help you achieve your marketing and sales goals. Contact us today to get started.

Cheers to crafting success in Austin's craft beer community!