The Perfect Marriage Of Online & Offline Business: The Domainer Profile You Have To Read

There are not too many people I have met in the domain business who have managed to put together an online and offline business that is so perfectly integrated, as Braden Pollock, whom I met at the Domainer Mardi Gras show.

Braden’s company, Legal Brand Marketing, LLC (LBM) began in 2004 with the launch of 1800DUILAWS.com, as a DUI lead generation site and the matching 800 phone number.

All calls to the number are geographically routed to subscribing attorneys which allows each attorney to use the licensed vanity number in their own online and offline marketing.

LBM also owns 3000+ DUI domains such as DrunkDrivingDefense.com, DUIattorneys.com, DUIexpungement.com, DUIcheckpoint.com, OpenContainer.com along with geo’s like LosAngelesDUIattorney.com, BeverlyHillsDUIattorney.com, BostonDUILawyers.com, ChicagoDUILawyer.com, IllinoisDUIattorneys.com, MissouriDWIlawyer.com, NewOrleansDWILawyers.com, NorthCarolinaDWILawyers.com, OregonDrunkDriving.com, PennsylvaniaDUILawyer.com, TennesseeDUILawyers.com.

You get the idea.

Don’t look for any parked pages on LBM’s DUI related domains.

Instead LBM charges lawyers a flat monthly subscription to be featured on the sites and receive leads via email and through its toll free numbers.

LBM also offers bi-annual marketing conferences for DUI lawyers..

Of course, LBM isn’t the first to do lawyer directory sites, even with 800’s numbers.

LBM’s businesses go much further and that’s the cool part of the story.

LBM also prints and mails The DUI Report (TheDUIReport.com) to anyone arrested for DUI in one of 10 states.

Each state gets its own edition in which the magazine only features ads for LBM products and services while a sponsoring attorney pays for exclusive placement.

The DUI Report is a 24-page, full color, magazine that explains everything an offender needs to know after being arrested for DUI in their state.

Arrest data is public information in most states, so LBM mails the magazine the day after someone is arrested.

The DUI Report is also distributed on news racks mounted at the curb in front of court houses and police stations.

Early on, LBM realized that there was a huge market in other peripheral businesses to DUI.

Many states have ignition interlock or car breathalyzer laws.

In 2006, LBM got into the interlock business by licensing the Smart Start interlock system.

In 2010 LBM will have more than 100 brick and mortar locations around the country which actually, lease, install and service these Interlock Systems into vehicles.

Depending on the state, these devises typically range from about $75-$100 per month.

Of course, LBM has domains and sites to go with that business (you can checkout one of their interlock sites at SmartStartofCalifornia.com).

In addition, LBM owns several hundred ignition interlock related domains including IgnitionInterlock.com, which is currently being developed into an international directory of service locations.

As you may know, everyone that is convicted of DUI is required to obtain a special SR-22 insurance policy and are often dropped by their current carrier.

LBM also operates an  insurance agency which is licensed in 35 states as a full service insurance agency offering auto, home, health, life, etc, but their emphasis is on SR-22 Policies.

LBM owns the domains DUIautoInsurance.com, DUIinsurance.com, DWIinsurance.com, and “every other conceivable variation” according to Mr. Pollock, and uses the phone number 1.800.DUI.INSURE to go with their insurance business.

All in all, LBM sites sell many related products and contain tens of thousands of content pages. They have 3 full time writers, a database administrator, designers, programmers and social media and linking staff.

Braden told me “The idea is to move up the value chain and as close to the actual customer as we can. Everyone between me and the end user takes a piece of the profits. We’re trying to hold on to as much of those profits as we can by removing all those middlemen”

I told you it was a pretty impressive online and offline business that they have put together.

You can find Legal Brand Marketing, LLC on Facebook and, yes, they do work with domainers who have DUI related domains.

We have just recently taken a few of our DUI related domains off of parking and PPC and put them with LBM on a PPA model.

You can see one of our domains in action, AlabamaDUILawyer.com.

I will let you know how this does in comparison to parking in the next couple of months.