Traditional Advertising - worth it?
Friendly City Food Co-op is a brand new co-op in its third year of operation. To my knowledge (this is my first year here), upon our opening, we advertised heavily with the local paper, some regional publications and a bit of radio. We also do some seasonal advertising on the campus of the major college in the city. At the beginning of this year, a TV advertising campaign to include a web presence was started on a two-year contract ending in December 2014. The campaign had initial results, bringing a lot of new folks from the county surrounding the city we are located in. However, the monthly payment associated with the campaign uses the entire advertising line in the marketing budget plus a few hundred dollars. We have continued to advertise with our local newspaper, feeling it is important to have a presence there and we still invest in the campus advertising (this year in the form of a mobile ap and an add and coupon the free planner distributed to students) AND still advertise in a few of the regional publications. We are also getting a lot of solicitation to advertise in the digital versions of the local paper. So, as you can imagine, advertising is quite over budget. The money is in the marketing budget, but it means that we have less money to put towards community events that may get us more face time and recognition as well as being geared more towards our Ends.
My long winded explanation leads to this question - If you HAD to choose, is marketing money best spent maintaining presence in print media (we have pretty much decided radio is not a good fit for us) or in community involvement such as event sponsorship? Also, has anyone had good results in advertising on the digital sites of print newspapers?
Thanks for the input!