Heat Map and Data from Consumer Attorney Marketing Group’s Legal Marketing Index®
When you’re running a mass tort campaign, it’s valuable to have access to information about response data and the top designated market areas in the country. The heat map shows you the areas with high, medium, and low per capita call or response for a litigation. The Top DMA®s show you the Designated Market Areas or geographic areas in the United States in which local television viewing is measured by Nielsen.
For the 3M Military Earplug litigation, this response data shows an alignment between the highest concentration of phone responses per capita and media markets near military bases, training facilities, and other prominent military locations.
How We Get Data
Consumer Attorney Marketing Group runs national marketing campaigns for 3M Earplugs and other mass tort practice areas. We place ads in markets throughout the country. When we start getting calls in our call center, we can capture data about the responses. We can look at the entire country and compare markets broken down by spending per capita. This shows us where the concentrated areas are of calls when we look at the entire country evenly.
Top 20 DMAs
Let’s look at the Top 20 DMAs and their intersections with military-related locations.
Savannah, GA: This coastal city is highest in per capita calls. Military bases in Georgia are home to over 88,000 active duty and reserve members and Georgia has the sixth highest military population in the United States. Hunter Army Airfield is located in Savannah.
Columbus, GA: Basic combat training is held at U.S. Army Ft. Benning, near Columbus. The base also houses the United States Army Maneuver Center of Excellence, the United States Army Amor School, United States Army Infantry School, the Western Hemisphere Institute for Security Cooperation, elements of the 75th Ranger Regiment, the 1st Security Force Assistance Brigade and other tenant units.
Greenwood-Greenville, MS: Greenville and Greenwood are both home to Mississippi National Guard. Mississippi is home to over 200,000 veterans.
Gainesville, FL: Per the US Census, Gainesville is home to over 5,600 veterans. The Malcom Randall Department of Veterans Affairs Medical Center is one of the two VMACs in the North Florida/South Veterans Health System.
Dothan, AL: Fort Rucker, located 20 miles from Dothan, is an army post and the primary flight training installation for the U.S. Army Aviators. Ft. Rucker also serves as a training base for the US Air Force, as well as ally helicopters and crew. The US Army Aviation Center for Excellence is located at Ft. Rucker, which houses the US Army Aviation Technical Test Center.
Biloxi-Gulfport-Pascagoula, MS/LA: Keesler Air Force Base in Biloxi is the largest air force base in the state. Gulfport Battalion Center Navy Base in Gulfport is a small air base. Jackson County, included in the Gulfport-Biloxi-Pascagoula DMA, is home to 15,000 military veterans, the third highest in the state of Mississippi.
Montgomery-Selma, AL: Maxwell-Gunter Air Force Base is located in Montgomery. The base is a US Air Force installation under the Air Education and Training Command. The base is also the headquarters of Air University, a major component of Air Education and Training Command. Maxwell-Gunter Air Force Base also serves as the US Air Force’s center for Joint Professional Military Education.
Beaumont-Ft. Arthur, TX: Beaumont is the #1 strategic military port in the United States and the Port of Beaumont plays a significant role in US Army deployment.
Waco-Temple-Bryan, TX: Fort Hood, located about 60 miles from Waco, is one of the most populous US military installations in the world and is the Army’s premier installation to train and deploy heavy forces. The base is the only post in the United States capable of stationing and training two armored divisions.
Jacksonville, FL: The Florida coastal city is a major military deep-water port and home to multiple military facilities, including the nearby Naval Submarine Base Kings Bay, as well as the Naval Air Station Jacksonville and the Naval Station Mayport Installation. Jacksonville is the third largest military presence in the country.
Columbus-Tupelo, MS: Columbus Air Force Base is the host unit for the 14th Flying Training Wing, which is part of the Air Education and Training Command. The nearest city to the base is Tupelo.
Meridien, MS: NAS Meridien Navy Base serves as one of the primary training bases for the US Navy.
Albany, GA: MCLB Albany Army Base is operated by the United States Marine Corps. The primary mission of the base is to rebuild and repair ground combat and combat support equipment, as well as to support installations on the East Coast of the United States.
Greenville-New Bern-Washington, NC: The military and defense industries are the second largest employers in the state of North Carolina, with three of four branches represented in the state. MCAS Cherry Point is located in Havelock, midway between New Bern and the Crystal Coast beaches of North Carolina.
Macon, GA: Robins Air Force Base is located 16 miles south of Macon and is a major United States Air Force installation. Over 22,000 people work at the base, including military, civil service, and private contractors, making the base the largest employer in Georgia.
Bluefield-Beckley-Oak Hill, WV: Although West Virginia has no Army, Air Force, Marine or Naval bases, the state has the highest population per capita of veterans in the nation, likely because West Virginia does not tax military retirement income. The area is home to three VA hospitals and Bluefield is close to several military bases (Ft. Bragg, NC, Ft. Belvoir, VA, and Ft. Jackson, SC).
Jackson, MS: Jackson is home to the largest and most active initial training center in the US Army. Over 45,000 undergo basic training here each year.
Hattiesburg-Laurel, MS: Camp Shelby Army Base in Hattiesburg is home to the Joint Forces Training Center, one of the largest mobilization stations in the US Armed Forces Command and the largest reserve training facilities. The US Army, Navy, Marine Corps, and Air Force have all trained at Camp Shelby. Today, the camp serves as the yearly training location for the National Guard and Army Reserve units stationed in Alabama, Mississippi, and Tennessee.
Jonesboro, AR: The state of Arkansas has a higher percentage than national of both veterans and military retirees. Arkansas is home to over 226,000 veterans, with over 5,000 in Craighead County, where Jonesboro is located.
Corpus Christi, TX: Corpus Christi is home to almost 25,000 veterans. The Corpus Christi Naval Air Station is also located in the Texas coastal city.
How You Can Use Heat Map Data
Applying the data about which market areas have the most concentrated responses when we run media campaigns provides information that we can use to be strategic about media buying. For 3M Military Earplug campaigns, we have used geotargeting, which uses the GPS tracking to deliver content to users based on location data who are likely to convert.
Although mass tort campaigns are typically run nationally, attorneys may choose to market in a local market or multiple markets. One consideration may be where the attorney is licensed.
Data can help you increase ROI and lower your case acquisition costs because it helps you get your message in front of the right audience. Call response data and heat maps are effective tools to help you make smart decisions about the objectives and to figure out the best marketing plan for your firm.
About the Author
Steve Nober, founder and CEO of Consumer Attorney Marketing Group (CAMG) is a leader in the legal advertising and marketing arena, applying response-driven marketing and cutting-edge technology to the legal advertising space. Consumer Attorney Marketing Group has developed sophisticated cutting-edge technology designed to track responses. His experienced staff knows how to analyze and optimize media buying approaches to bring the lowest case acquisition costs and maximize efficiency. He is a frequent speaker nationwide at industry conferences and events, as well as a frequent contributor to numerous legal industry publications.
Steve Nober’s aim is to apply the best marketing practices that lead to the highest level of success for attorney clients and with a transparent, ethical approach. He has made CAMG’s proprietary data available to the legal industry with the Legal Marketing Index® (LMI®) and reference guides. The LMI® includes detailed in-depth demographic information, spend data, heat maps, and additional up-to-date information for mass tort and single event practice areas.
For a copy of CAMG’s latest LMI, contact CAMG at https://www.camginc.com/lmi/.