What's the strategy here? Although it's been a couple months since I've heard adds for this lawfirm on KNWN, they were there for a while, and heard an add for them just this morning on KXL. From the adds, they appear to be a Boise based firm dealing with matters in Idaho, so not sure why they would be advertising on stations that don't reach that state. Usually with regional advertisers they either don't give an address or have a locally inserted tag with the local information, but not here. I don't quite get it.
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Cordell and Cordell
- Thread starter bobdavcav
- Start date
Really? You want to hear more 'ambulance-chaser' ads?
Cordell and Cordell is a national advertiser. I would guess they have a referral scheme in place in the 15 or so states where they do not operate themselves.
Here in Houston Cordell and Cordell has run ads on male-targeted stations (particularly sportstalk) for at least a dozen years. The firm seems to be based in St. Louis, but has “local attorneys” at several locations in metro Houston.
The ad campaigns seem to come in waves; you’ll hear a lot of them for a while, then they disappear, only to return later.
The ads are not anything like the typical injury attorney/ambulance chaser stuff that plagues many stations. The firm’s legal services and approach are spelled out in a calm, rational, and reassuring manner. In an American legal system that many men believe is heavily biased against them, the Cordell messaging resonates quite well.
It does appear that Cordell and Cordell’s target is upscale men who would have a lot to lose in a divorce settlement. The firm also states that they “fight for the right of fathers to be involved in their children’s lives while protecting their financial means to do so” which is another point that hits home.
Mediafrog, you raise valid points. It's not the topic of the adds that is the issue here, as much as the fact that the adds I'm hearing make it sound like their closest office is in Boise, which only the 1000 signal would reach at night, and if stations ever used their huge night signals to sell advertising, they certainly don't today. Zooming out to the topic of lawyers advertising on radio in general, why is it that Florida seems to have more personal injury lawyers than any other state? When I listen to stations out of that state, it seems I always hear adds for either Morgan and Morgan or 1800-411-pain. I'm guessing both of these are national firms as well, but the only place I've encountered either of those outside of Florida was Morgan and Morgan on I think it's INSP.
I think it’s possible FL might have more personal injury lawyers using radio to advertise than in other areas but I see countless PI lawyers advertise on tv, billboards, sides of buses, etc. So I don’t think overall FL has more PI lawyers, but maybe more of them than use radio to advertise
Not 'ambulance chaser' ads. Family law ads. You know -- divorce attorneys. Cordell and Cordell apparently target men as potential clients when they're facing divorce. But they don't apparently have attorneys, or a branch of their firm, in this state. Maybe they're just trying to build the brand in states where they do not yet have offices and attorneys.
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Florida is the third largest state in the US, population wise. More accidents and more attorneys, probably, than say, Delaware or North Dakota.
Florida's legal system may allow more personal injury firm advertising, and the RPCs (attorney Rules of Professional Conduct) can vary state to state on forms of attorney advertising.
If you compare the Florida RPC on Advertising to the WA state version, they're quite different, with Washington's RPC being identical to the national model rule (short and concise, compared to Florida's lengthy version). Florida's reads like a chapter in a small book.
I know when a station flips, that station usually plays bottom of the barrel spots like Kars 4 Kids constantly to get rid of the BONUS/Preemptable inventory from other stations in their cluster. For example, before Genx104.9 flipped, I believe they were airing Kars 4 Kids and other spots from different stations to lighten their inventory almost 7-8 minutes per break/14-15 minutes per hour of commercials. That's a lot of commercials!
Over 50 years ago, Gordon McLendon had AM 690 covering LA with the US' first all news station as Xtra News over Los Angeles. Sister station was an FM, KADS, with all classified ads all the time.
I heard a similar ad on KIRO-FM, too. They mention the Boise office, for cases in Idaho. I heard it during the Seahawks game, so it may have been intended for the Seahawks network, which might include Northern Idaho. The Seahawks radio network includes stations in Boise, Lewiston, and St. Maries (and Northern Idaho probably tunes into Spokane's outlet). KMAX 840 in Colfax probably gets into northern Idaho as well.
Lawyers located in Idaho can prepare divorces for clients in Washington State.
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If the individual lawyers have passed the WA bar exam, yes, quite true. Not sure how many Boise Cordell & Cordell lawyers would bother, being that Boise is six hours from the nearest populated area in WA. One would think the firm would open an office in WA somewhere instead.
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