10…9….8…7…Watching the ball drop in Times Square on New Year’s Eve is an American tradition. For well over 100 years, crowds have gathered to watch this universally recognized symbol signal that it’s time to begin anew.
Here are a few fun facts you may not know about the ball drop:
- It began as a 1907 publicity stunt by “The New York Times.” Much ridiculed for moving waaaay out into the middle of nowhere in Manhattan, far from their business contacts in Brooklyn and downtown NYC, the newspaper was looking for a way to draw people to their new location. So, they held a New Year’s Eve party.
- There were just two years that the ball didn’t drop; in 1942 and 1943, the ball was kept dark because of the voluntary dim-out of NYC for WWII.
- Until 1995, the ball was dropped using ropes and about six handlers; one year, the ball drop was halted because a child was caught in the ropes.
- There have been several versions of the iconic ball, each becoming shinier and more complex in its technology. Materials have included aluminum, Waterford crystal, light bulbs and even wood and iron.
- It’s not only on New Year’s Eve that you can see the ball. It remains perched above “The New York Times” building year-round, sparkling and attracting tourists.
So, we’ve agreed that the Times Square ball drop is immeasurably cool, but what can it teach you about marketing in 2026?
There Might Be More Than One Version of You. The ball has had a few iterations, even transformed into a lighted red apple for several years in the 1980s.
What about your brand? Is it time for a bit of an upgrade or rebrand? It might be that your website screams 2007, or maybe your logo looks like it belongs to a much different company. You may not realize that, much like the iconic ball in Times Square, you can go through a comprehensive rebrand and still retain everything central about who your company is.
Likewise, it’s possible to go too far with this concept and abandon consistency. If the ball appeared in a completely different shape every year or switched its location, it would cease to draw the same audience.
That’s what can happen if your brand constantly changes messaging, colors or even tone of voice. A good marketing team will help you determine whether it’s the right time for a change or if you simply need a few tweaks to your approach.
Do What You Do Best…Better. In 1995, a brand-new version of the ball was introduced, using computer-controlled lighting that allowed the ball to flash and sparkle in the night sky. It was also the year that, despite all the new technology, the ball was about two seconds late.
Is there a version of this that your customers could note about your company? For instance, if your company prides itself on service, do your customers say that you are the best in your industry? Make sure that whatever you say you do best is not only your best quality, but that you do it better than anyone else in your market.
Know When to Embrace Technology. Sure, “The New York Times” probably didn’t have to wait until 1995 to employ something a little more technologically advanced to replace the ropes they used to lower the ball.
What technology are you sitting on, and is it time to employ it? Consider AI. Many companies fall into one of two categories: either avoiding it altogether or using it with abandon.
Both are likely dangerous.
If you’re turning every bit of your marketing over to AI, letting it write your social posts and your blogs, using AI-generated images and video…well, you’re probably not fooling your market.
The problem is going too far with AI is that people are becoming savvy at recognizing it. It’s a little too perfect, a little lacking in personality. And, if you’ve ever asked ChatGPT to write something for you, you know that it’s all a little too general. In other words, it’s already been used.
But don’t go too far in the other direction. Don’t toss AI to the side just because you aren’t sure what to do with it. Because we’re going to tell you what to do with it.
It’s simple. Use AI to make your marketing more efficient. Try one of these tactics:
- Writing a blog? Ask AI to create an outline. You may only use bits and pieces, but it will likely bring up an aspect of the topic that you hadn’t considered.
- Try brainstorming with AI for social media topics or for an idea for a new marketing video.
- Absolutely try some automation in your email marketing and social media scheduling.
So…
It’s 2026, and we have already started doing business for the year. But don’t drop the ball, waiting for yet another year to go by before you invest some time into your marketing strategy.
At SJC Marketing, we have a full team ready to help you develop a comprehensive strategy or just do a little refining on the one you have. Contact us, and let’s grab coffee and talk about your business. We have a few good ideas to get you started!