Somebody sure earned his or her paycheck at Cartier this week. Today's announcement that the specially-designed Cartier ball dropped from Times Square needle on New Year's Eve will be used on top of the same building throughout 2009 is sheer genius. It's also a great example of guerilla marketing.
Not only did Cartier garner the world's attention with the New Year's Eve ball-drop gig but now, courtesy of some savvy marketing or PR type, the highly-visible ball will be used to observe Valentine's Day, St. Patrick's Day and other notable holidays. Smart. Very smart. And, what a great way to make whatever the original cost investment was go a whole lot further.
Now, if I were counseling Cartier, I'd keep the ball rolling. I'd conduct consumer surveys tied to each holiday and ask one fundamental question: "What's your favorite way to have a 'ball' on (fill-in holiday)?" Cartier announces the findings via USA Today, CNN and the other usual suspects and, all of a sudden, becomes synonymous with having a ball (albeit a pricey one) on every notable holiday. God, how I love marketing!
Anyway, here's a virtual champagne toast to whatever whiz came up with the Cartier year-round ball idea. It's a gem.