What We Do
Women can smell a "fem-marketing" rat a mile away…
The Thomas Yaccato Group specializes in helping companies create authentic and enduring connections with women consumers by casting a wide-angle gender lens™ over everything a company does. This means pulling everything - product development, market research, sales training, marketing and advertising - through a gender lens. This is what we call Gender Intelligence™. Some of our clients that have benefited from this perspective are Sears, Imperial Oil, Petro-Canada, The B.C. Government, Sobeys, The Home Depot, IKEA, Allstate, Toyota…
Using tools such as The Gender Intelligence Lab - an innovative gender-based market research program, executive workshops for company decision-makers, strategists and marketers, marketing, advertising and sales training audits, conference keynote speeches and workshops, mystery store shops and office visits, all through a gender lens™ contribute to creating a customer experience that resonate with women consumers.
Our clients witness increased marketshare and customer satisfaction levels. One year into our program, Royal Bank of Canada witnessed an impressive 10 point jump in marketshare with women entrepreneurs and experienced an unprecedented 29% increase in customer satisfaction levels with women and their account managers.
The net of it is this: Our clients have realized as fundamental truth: It's not just women who benefit from this gender lens exercise. If you make something women-friendly, you make it everybody-friendly. By focusing on the most savvy of consumers – women – you raise the bar for all.
"Joanne Thomas Yaccato has done us all a big favour. She has worked to show us the "real" world. By helping to open our eyes to the world we live in, she opens the
doors of opportunity. It is often difficult for old institutions first to recognize and then to react to our changed and changing demands as a society. Joanne helps us see and then navigate the new world with sound insights and an eye that sees our follies and then focuses on a better way to meet the demands of the future."
Province of British Columbia
Bank used The Thomas Yaccato Groups Reaching the Real
World of Women Entrepreneurs as an integral part of our bank-wide
core training program and we have reaped incredible benefits
as a result. One year after its implementation, Royal Bank
saw the highest-ever increase in satisfaction levels of women
entrepreneurs with their account managers, a whopping 30%
increase in one year. Even more impressive was the 10% market
share increase within the same year. Royal Bank continues
to win international awards for our work in the womens
market - Reaching the Real World of Women Entrepreneurs is
one of the major reasons. Joanne is truly a leader in her
field and an inspiration to many. Her seminars for Royal Bank
have provided great insight for our staff and she continues
to spark the imaginations in all of us."
Executive Vice President,
Royal Bank Financial Group