Every week in the local newspaper this auto dealer ties his ad to what the local beach goers and surfers are routinely looking for.
Get your clients to do the same online...rss feeds or similar content direct to website
Get your clients to do the same offline...newspapers, flyers, etc...
The idea is to get your clients prospects to bookmark their website and introduce other
products and services through rotating banner ads and more.
Take a clue for the your city community sites and put your spin on it
Hope this gets others thinking.