CARY, N.C. -

During my college days in the early 2000s, you could say the words “Dave Matthews Band” and immediately catch the attention (or ire) of most people within earshot.

That’s why a press release from a New Jersey Kia dealership piqued my interest on Monday.

As part of the store’s “10 Months of Giveaways” to celebrate its 10th anniversary, Nutley Kia is conducting a drawing for two Dave Matthews Band concert tickets. Consumers can enter to win by submitting their information on Nutley Kia’s website. (Earlier drawings have included tickets to a Billy Joel concert, tickets/dinner/hotel stay for the New York International Auto Show, a KidTrax Kia Sing-A-Long Soul and an Apple Watch)

“Summer is a time to have fun. At Nutley Kia we value our customers and we always want to see a smile on their face,” Jim Russomano, owner of Nutley Kia, said in the news release on the DMB drawing.

“Our giveaway celebration is a chance for us to give thanks to everyone who has supported us throughout the years,” he added.

I would argue it’s also a way to connect with potential customers.

In fact, the store itself said in the news release that customers can receive exclusive offers and automotive advice from the dealership when they register. 

The concert tickets may have been the hook, but I imagine it's the exclusive offers and auto advice that actually land a customer. 

Sure, DMB is long past its prime, at least in terms of pop culture relevance. And, no, a free concert ticket wouldn't convince me as a consumer to buy from a dealership.

But a properly timed follow-up might get me thinking about my car's service needs.

When asked how this giveaway has helped to generate additional leads or sales opportunities, Russomano said in an email that “direct measurement of the program successes are difficult to measure,” but noted that year-over-year sales have climbed 27 percent. 

And I imagine the store has received a few curious second-looks. 

Heck, I don’t live in New Jersey, nor am I in the market for a car. But a giveaway about a band I happen to like was enough to draw me in, even as a journalist who was simply interested in reading the press release. 

For our May 15 issue of Auto Remarketing, we look at a few ways dealers aim to draw in potential customers.

And it goes beyond commercials, inflatable gorillas or full-page newspaper ads. 

You will read about an in-dealership TV network service, a rotating elevated vehicle display, the importance of vehicle description labeling, digital marketing and the ties between advertising and social media.

Admittedly, this is the tip of the iceberg for the various ways dealers are getting their message out.

But the goal is to give you a snapshot of how the dealership advertising game is changing and offer a few strategies for making the most of it.

Stay tuned to your inbox and mailbox for more.