How to sell toll message: appeal to emotion, youth
By VANESSA LU
When it comes to making the case for tolls or new taxes to fight gridlock and expand transit, decision makers need to use an “aspirational” message, says a marketing expert.
“We shop rationally, but we buy emotionally,” said Chantel Broten, managing director of JAN Kelley Marketing during a roundtable discussion on Wednesday organized by the Toronto City Summit Alliance. “You need to appeal to the head and the heart.”
While drivers might vehemently object to paying more to drive, whether it is registration fees, higher gas taxes or new highway tolls, they might be willing to do so, for other reasons, such as “making things better for our children’s children.”
Even though just the mention of the toll word is suicide for politicians, polls show that the public is less opposed if they know the funds are going for transit improvements.