Radio Sales Café

I have a client on the air who owns a daycare and is currently promoting his summer program. He's been running for about a month and hasn't gotten any calls yet. He's getting comments that his ad is cute from people he knows - but no results.
One of the people who works here and uses his facility said he doesn't sound like a person she would leave her children with. She knows him and knows he is a good person but says his voice is too rough.
Can we get him to change to a female voice without hurting his feelings? Do you think that's critical to the success of his ad?

Also, does anyone have any clever ideas for this kind of commercial that would provide a call to action?

Thanks!

From Nancy Mescon via the RSC Facebook page:  "You have to use a female voice. Friendlier sounding. Better yet, a Mother who uses his services...testimonial is the best approach. And don't fake the testimonial. Get the mom and her child on the ad!"

I agree with Jane S. about the notion that most people associate day care with women providers. Just be honest with him. You're the advertising professional or "specialist" and it's obvious the ad is getting attention but not the results he wants. He might see that it needs a different approach and in your opinion~and that of a few of your fellow professionals, it may be the male voice that's the problem. You could also let him kow you are so concerned with the sucess of this timely campaign that you asked for input from this group. That would show him how dedicated to his sucess you are~

Dianna

Testimonials of Moms raving about his daycare is your best bet.

Thank you all so much!  I got with the coworker who uses his facility - (short history, the owner wanted her to do a testomonial for the preschool part and he did the summer program.  Her testimonial for the preschool is running in rotation with his summer program commercial)  The owner said I should get with her on what we thought we should do next.  She and her son are going to do a testimonial for the summer program and we will more than likely run that.  I will keep you informed on the results after we change it.  Thanks again to all of you!

You've had all the ideas I was going to mention but I think a cute sounding, satisfied kid (like you mentioned above) is definitely the way to go. If parents know there kids are happy that gives them peace. No better spokesperson than a kid in this case.

All great ideas....maybe some ideas for future ads might be along the lines of kids saying how fun it is....meeting new friends....things we do there....I would even go so far as putting in a hidden microphone (with client and staffs knowledge of course) and getting the kids to say what they like about the day care.  Innocent and honest feedback make great selling points.

Celeste,

     You have some great ads and ideas to help you do this.  The other thing I would add is maybe letting him to do the announcer voice at the end.