Succeeding solo after working for others

FAMILY TIES: Cathy Demain Mann took a chance on her own company, and it allowed her to work first with her late husband and recently with her daughter. / PBN PHOTO/RUPERT WHITELEY
FAMILY TIES: Cathy Demain Mann took a chance on her own company, and it allowed her to work first with her late husband and recently with her daughter. / PBN PHOTO/RUPERT WHITELEY

The biggest leap for Cathy Demain Mann was going out on her own after 10 years of working for someone else. “The back-up support – with everything at your fingertips – was gone,” said Mann, the owner of Creative Impressions Inc.
“I thought, ‘I can do this.’ Worst case, I can always go back to another specialty company. I truly never looked back and I was a lot older [than most] when I made the decision,” she explained.
Creative Impressions offers hundreds of thousands of promotional products from domestic and international markets. The company also assists with meeting companies’ marketing goals, promoting employee events and brand recognition.
With sales volume in the top 3 percent of advertising-specialty agencies in the country, according to Counselor, an industry magazine, Creative Impressions has gained recognition for its quality customer service. Mann and her team must be doing something right.
In fact, when Hasbro Inc. wanted to reintroduce Pac-Man to a new generation of players, it was Mann’s creative force that helped the toy company achieve its goal.
“The Pac-Man was a really clever idea. The idea was to bring back Pac-Man, but he had to time travel. We came up with the idea of a suitcase and a little portable clock like he traveled with a passport. Hasbro ate it up right away. You’ve got to give them their branding.”
The idea caught the attention of not only Hasbro executives but those within the video-gaming industry who received the package.
Known for creativity, as well as customer service, Mann’s team has built a business based on customer referrals.
“We really believe that you never burn a bridge. When clients move to a new business or new venture, they take us with them. It’s what you’ve done for your client. So why wouldn’t they bring you to the next job or refer you? I think it’s the best approval you can get for clients to refer you.”
The company’s exclusive vendor relationships, as well as import-sourcing capabilities have resulted in efficient and cost-effective programs for Mann. “It’s about the follow up, the follow through and the on-time delivery. That’s what they buy. Everyone’s carrying the same product.”
Mann wasn’t alone in building the business. Her husband, Joe, joined her in partnership in 2003. Together for seven years, they raised two daughters and grew the business. Yet after his sudden passing in 2010, Mann found it extremely difficult to return to work. “The hardest was to come back to work because the memories [of him] were here. The reps and sales staff were here for me. All the memories were here, but it was the people on a daily basis that helped me move forward. It was the staff, reps and clients [and] my business associates who offered friendship and support.”
The company continues to run as a family business. Mann’s daughter, Debbie, joined the same year as her father’s passing. She wanted to learn the trade and help her mom cope with a difficult time.
“When Debbie … started working here, it was an experience like no other. Her youth has brought some amazing ideas. The best part is her drive and enthusiasm. She never sits back on her laurels. She really works hard for the clients.”
It’s a mutual support system that Mann has nurtured since her daughters were young.
“The years I worked for someone else, it was more difficult [to balance work and family]. But I never missed a game. If you prioritize, it can work. You have to learn to balance. I was able to grow the business, and I think clients appreciated that you wanted to be a full-time businesswoman and full-time mom. ”
Mann’s commitment also extends beyond her profession into the community, as she has been recognized nationally for her work in promoting diabetes.
“I’m an insulin-dependent diabetic. I was trying to become healthier. I started walking. … I said, ‘What can I do?’ ”
She began to promote the Diabetes Walk for a Cure in Rhode Island. “But then I realized that I have to walk the walk,” she said. “I formed a team through the office and friends. If you are a diabetic and you’ve kept yourself in health, you’ve got to share it with others.”
She encourages other potential entrepreneurs looking to start businesses to take the first step, as she did back in 1998.
“Even if you fail at a first attempt, don’t give up. Set goals; meet with someone at a bank, if you need to borrow money. Go through all the necessary steps.
“I was 48 when I left to start my own business. It takes perseverance and patience. If you don’t try, you won’t know if you can make it or not,” she said.
It’s a long road that Mann is still in pursuit of, she explained, “The growth of the business is always important through good customer service. I would like to see a succession to Debbie, but I’m not ready to give up now.” •

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