Memorable campaigns mean nothing, just ask Vonage. Everyone can recall their national TV campaigns. Memorable, yes. Compelling, no. Why Vonage Schmonage? Because in their recent ad they can only lay claim to 2 million subscribers?!? It is an impressive amount by itself but not in relative terms. There are well over 100+ million households! And over 50% have the broadband access needed to use Vonage. A ~4% market share is surprising given the ‘inherent superiority’ of their product. Are consumers really just that adverse to the unknown? Probably. Could Vonage have ‘dumbed down’ their message to simply explain their product to the masses better? I think so especially when their primary target is most likely Baby Boomers who still have (and use) a landline. Instead of using the advertising methods reminiscent of the Dot-coms of yesteryear, the classic approach of introducing a new product to the masses probably would have worked best. How about they actually let us hear the product in use? Is there static? How about showing just how easy it is to install? What will the device look like in my home? Can kids use it? Can Grandma use it? (Note: you can’t expect everyone to go to your website to look for it either.) Vonage, I’ll leave you with an old Chinese proverb: “Tell me and I’ll forget; show me and I may remember; involve me and I’ll understand.”

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