Why a ukulele, accordion and sax have made me a better marketer

For nine days last month, I lived for the CGI Rochester International Jazz Festival. I attended more than 30 concerts and between work and the festival, it made for 18+ hour days. Holding down a second full-time job as a music fan wasn't easy, but it sure was worth it.

This year CGI Communications replaced Xerox with the naming rights for the festival. I'm generally not a big fan of corporate naming of events. I know as a marketer that it is good for all parties. Yet, I often feel it is an overdone attempt at self-promotion and yearn for the less commercial days of the past.

Not so in the case of the Rochester International Jazz Festival. CGI earned my deep respect for helping the community. And thousands of people who did not know about the company walked away with a clear and positive image of what they do as well as how much they care about Rochester. Their decision to go for naming sponsor -- a big decision for a mid-sized company -- was very smart as they rapidly expand as a global organization. Well done and thanks to CEO Bob Bartosiewicz.

Beyond my rethinking of naming rights, Jazz Fest also brought with it some new life lessons that have made me a better marketer.

Never Underestimate A Ukulele

Four strings. That's all that Jake Shimabukuro is working with. Well, four strings, deep discipline, and an an artistic fire that has made him the world's most recognized ukulele virtuoso. Jake was so remarkable that I stood in long lines for two different sets. Worth every minute. And damn he is charming. He had hundreds of jazz lovers loudly singing along to Bohemian Rhapsody in a very formal music venue. It was hard to tell who was having a better time.

So my marketing lesson from Jake is pretty simple. Never underestimate what you can do with your instrument if you have passion, discipline and creativity. As marketers, our instrument is the ability to look at the world differently for our clients. To bring out of the box thinking and ideas to their customers. To evoke emotions by strumming at their heartstrings in authentic ways. Just like Jake.

Accordions Aren't Just for Polkas

I admit it. I equate accordions with polkas. Accordions make me feel like I am caught in a time warp with Lawrence Welk. Seeing world-class accordionist Vincent Peirani changed that.

Like Jake Shimabukuro, Vincent oozes charisma. And a strong amount of French sex appeal. More importantly, he makes extraordinary music by turning the accordion into the lead instrument while masterfully blending it with sax, bass, keyboard and drums. Quite simply, he creates magic by producing unexpected sounds tethered by notes that resonate in your soul.

What was my Vincent marketing lesson? It is possible to take the mundane (sorry, accordion lovers) and create something that is truly distinctive. Let's face it. Most of what we market falls within the mundane category -- phones, legal services, beer, medicine, clothing, and food. There's not that much differentiation going on. But when we really put our minds to it, we can rise above the tedium and help our clients and their customers in great ways. Goodbye, Lawrence Welk. Hello, Vincent Peirani.

Listen To Your Elders

George Coleman is 84 years old. He is known for his work in the 1960s with Miles Davis and Herbie Hancock. When he was first helped on stage to a standing ovation during the Jazz Fest, he truly did look every one of his 84 years -- until he started playing the saxophone.

It was simply masterful. His soulful music comes from someone who has lived inside of his instrument for more than 70 years. Or maybe just from living life itself. John Nugent, the festival's founder and artistic director, is also a saxophonist, and George is one of his idols. Introducing George, he tearfully recalled hearing his solo on a Miles Davis album while he was a student at West Texas State University. “And it changed my life,” John said.

He sat in with George for the first number, and at one point, knelt down so his sax could be right next to George's. There was something truly poignant seeing them play side-by-side. The audience couldn't stop grinning, but John's smile beat everyone's.

My marketing lesson? Actually, it is a more personal one. I will never stop doing what I love. I hope my own notes sound as good as George's in another couple of decades. In the meantime, I'm going to make sure I listen to my elders right along side of the great young minds I come in contact with every day. Wisdom and youth make great music together. Just like a ukulele, accordion, and sax.