Case History: How Injury Law Firm Benefits From Radio Ads.

The most effective way to show the power of radio advertising is to look at how a local brand successfully uses the medium to create future demand and convert existing demand, and lead the market across all stages of the consumer journey.

That’s the story of injury attorneys Bradshaw & Bryant based in St. Cloud, MN, where its ads dominate unaided brand awareness among all injury firms, with awareness is significantly greater among AM/FM radio listeners vs. the overall market, based on results of a Quantilope study of 120 consumers in May 2025.

“Bradshaw & Bryant practices every day what Madison Avenue has forgotten: to generate substantial sales and profit, a business or even a law firm needs to create future demand rather than just obsessing over converting existing demand,” Chuck Mefford, founding partner of marketing firm BrandsFormation, says in a guest column for Westwood One’s blog. “Bradshaw & Bryant offers Madison Avenue a master class on creating future demand, and how building a brand is the main driver of long-term growth and profit.”

Recounting the story of Bradshaw & Bryant, Mefford notes that the firm began its advertising journey focusing on one radio station in the market, then adding three more. “After the first year, they tripled the practice,” he says. “As they grew, they bought more ads on more radio stations and soon became one of the largest advertisers on St. Cloud radio, buying only 52 weeks contracts.” Currently, Mefford points out, nearly 70% of their budget goes to radio, with 15% spent digitally and 5% on cable.

The firm’s radio ads feature Managing Partner Michael Bryant telling a story about a client, followed by its “Justice for the injured… Bradshaw & Bryant” jingle. “Making my business ‘top of mind’ has made a big, big difference,” Bryant says. “It’s not something that happens right away. It’s not something that happens fast. But you start seeing results when you hear people start quoting your commercial, word for word, singing your jingle. They know who you are! When they trust you, they tend to like you and do business with you.”

The Quantilope study shows Bradshaw & Bryant’s dominance when it comes to unaided awareness, total ad recall, favorability and purchase intent. When consumers were asked, “When you think of personal injury lawyers and criminal defense attorneys, which ones come to mind?” and to write in all the brand names they could think of without being shown a list of firms, Bradshaw & Bryant led with 28%, 133% higher than the next brand, with just 12% recall.

Additionally, the firm’s ad recall, at 40%, was more than one and half times the nearest competitor, and its purchase intent more than twice as large as the next brand.

The survey also shows that among AM/FM radio listeners, Bradshaw & Bryant’s awareness is 19% greater than in the overall market. When asked where they have seen or heard advertising for the brand, 54% say they heard the ads on AM/FM radio.

“By patiently investing in brand building advertising to create future demand, Bradshaw & Bryant has made his service ‘easy to think of and easy to buy,’” Mefford says. “Bradshaw & Bryant’s lesson for Madison Avenue is that advertising is not just about manically measuring short-term performance. It’s about ‘being known before you’re needed.’”