The UNVEIL: Q&A with Mary Aba Buckman

Mary Buckman is an ambitious and hardworking Ghanaian business owner who has carved a niche for herself in the creative industry. She is the Founder and Creative Lead at Creatrix Studios, where she also serves as a 3D Signage Consultant and Graphic Designer. With over six years of experience in the field, Mary has developed a reputation for delivering innovative and thought-provoking branding ideas that challenge the norms of the advertising and 3D design industry.

Mary completed her tertiary education at Kwame Nkrumah University of Science and Technology, earning a bachelor’s degree in Communication Design. Her academic background laid a strong foundation for her career, equipping her with the skills needed to excel in the competitive world of design.

Driven by a desire for ultimate creative freedom and the ability to express her artistic vision without limitations, Mary ventured into entrepreneurship. This led to the founding of Creatrix Studios, a company specializing in 3D signage production. Under her leadership, Creatrix Studios has become a beacon of innovation, providing exceptional branding solutions to many growing businesses.

• What inspired your entrepreneurship journey?

I wanted the freedom to pursue my passion and explore diverse opportunities as a Creative. After working with an advertising agency for about three and a half years, I realized I needed a space where I could express my creativity with minimal restrictions. Entrepreneurship was the way forward!

During the COVID-19 period, I seized the opportunity to intern with a 3D signage company for a year. This experience allowed me to delve into design at a level I hadn't experienced at the ad agency. The thrill of meeting clients, attending site meetings, visualizing concepts, selecting and purchasing materials, and overseeing the fabrication and installation process was incredibly fulfilling.

Seeing how these efforts enhanced our clients' brand identity, awareness, sales generation, and brand equity was not only exciting but also deeply satisfying. I developed a solid business model and perfected my craft. Starting a business purely on social capital, things quickly took off through word-of-mouth and referrals. Before I knew it, my business was blown into its full existence.

• Tell us about your early ordeal as a businesswoman in Ghana.

Despite efforts toward gender equality in the workforce, some industries remain male-dominated. For instance, jobs in finance, technology, or fabrication and manufacturing (such as 3D signage) have traditionally been associated with men. Although women have made tremendous advances in these and other male-dominated fields, hiring bias remains a significant concern. Some clients may be more likely to hire men than women, often believing that men are inherently better suited for certain jobs. This bias necessitated that I prove my capability to produce high-quality work and demonstrate that I am equally qualified. There's a prevailing notion that a man is better equipped to do a "man's job," if you know what I mean, lol.

In our society, certain expectations and beliefs make it easy to question a woman's leadership and managerial abilities. This skepticism led me to overwork myself to "prove" my credibility, which can eventually result in early burnout, stress, or anxiety. Additionally, there is a lack of mentorship and career development opportunities from other women excelling in these male-dominated industries. Mentorship is crucial as it provides a blueprint for young women, helping them navigate and improve their careers.

• Who is your target market?

Our target audience at Creatrix Studios 3D, is primarily business owners between the ages of 25 and 45 who are interested in improving the aesthetic or visual appeal of their business, products, brand communication, or overall brand identity. They understand how crucial visual branding assets are to them and the value they bring.

• What challenge is your business solving?

Any smart business owner knows that it takes more than just a great product or model to operate a successful company. The true driver of success is sales, and sales stem from good advertising and branding. Focusing on these core competencies is fundamental for driving business growth and achieving success.

A great piece of office, studio, or store signage is important for so many reasons, mainly because of Increased Visibility and Brand Awareness. Signages set the tone for your office or storefront, create a brand association, attract attention, and serve as an informative tool. There’s an immense amount of importance placed on your business signage.

Signage allows businesses to showcase their products or services in a visually appealing and attention-grabbing way. By displaying signage in prominent locations, especially outdoor signage such as fascias or pylons, businesses can attract the attention of passersby and potential customers from a distance

Signs attract half of a start-up business’ new customers. 35% of passersby wouldn’t know your business was there without a sign. An On-premise sign attracts 17% more customers than word of mouth and over 40% more customers than newspapers, Yellow Pages, TV, and Radio. Studies show that adding or changing a sign directly improves sales revenue.

• What did your first failure in business look like and how did you surmount it?

Running a business in Ghana is not for the faint-hearted. In recent years, the extreme level of inflation has made things even more challenging, especially since I started my business during the post-COVID era. Most raw materials and tools used in the production of signage are imported, and as the Ghanaian Cedi weakens against the tide of inflation, every aspect of my business has felt the strain. This has made it very difficult to purchase materials, pay skilled artisans who rightly deserve high remuneration for their expertise, and deliver products to our customers while trying to maintain a very high standard of work and finishing.

I managed to overcome these challenges by carefully examining our cash flow statement and making strategic cost-cutting adjustments to improve our financial situation. By reducing expenses, I was able to negotiate better deals with our suppliers, leveraging the trusting relationships I had developed with them over time. This proactive approach helped stabilize the business and maintain our high standards of work and finishing.

Additionally, I decided to sell a few assets we were no longer using, which injected some much-needed capital into the business. Despite facing occasional losses, I ensured they were strategic and selective. Throughout this period, we maintained our commitment to delivering the same high-quality work and focused on refining our finishing techniques. As a result, several brands began to take notice of our exceptional workmanship and sought our services. These clients understood the value-for-money concept and were willing to invest in our expertise to achieve their desired results. Collaborating with these high-end brands proved to be rewarding and ultimately contributed to a significant increase in our sales.

• Whom do you look up to in the entrepreneurship space & why?

Founder and Executive Director of Reroy Cables Limited and an audacious industrialist like Mrs. Kate Quartey-Papafio is every woman’s ideal super woman. Her NGO, the Boamah Foundation, is one of the ways she offers assistance to the aged in our community. Besides her busy life, Mrs Quartey-Papafio uses her expertise to offer guidance and assistance to young women students and entrepreneurs alike to take up leadership, governance and entrepreneurial positions for greater representation of women in these sectors.

Tabitha Mukami Muigai Karanja is a Kenyan businesswoman, entrepreneur, industrialist and Nakuru County Senator. She is the founder and current Chief Executive Officer of Keroche Breweries, the first large brewery in Kenya owned by a non-multinational company. I admire her resilience and fortitude.

• In the next 5 years, to what extend do you envisage your business growth?

Creatrix would delve into the digital signage space. By offering digital signage solutions, you enable your clients to update their communications easily and quickly with the latest content. This flexibility allows businesses to stay agile and responsive to changing trends and customer needs without the need for costly redesigns or campaigns. With digital signage, your clients can enhance their brand presence, engage their audience more effectively, and adapt their messaging in real-time, ultimately driving greater impact and ROI for their marketing efforts.

Expanding into Guerrilla Advertising is a bold move for Creatrix. This marketing tactic involves creating unconventional interactions with clients' products or services to promote them. Guerrilla Advertising relies on inventive and unconventional displays that capture attention and create buzz. By offering Guerrilla Advertising services, Creatrix can help clients stand out in crowded markets and drive publicity in unique and memorable ways.

Absolutely, Guerrilla marketing stands out from traditional marketing because it often relies on personal interaction and unconventional tactics to engage consumers, create buzz, and ultimately drive sales. In Ghana, Guerrilla ads are not as commonly seen, presenting a unique opportunity for Creatrix Studios to establish a strong presence in this space.

• What cautionary nuggets would you give to other emerging female entrepreneurs?

Yes, you've got the idea but you will need to embody certain principles to help you navigate the challenges of business ownership and maximize your chances of success.

1. Acquire Knowledge and Technical Skills: Continuous learning and skill development are essential for staying competitive in any field.

2. Effective Communication Skills: Clear and persuasive communication is key for conveying your ideas, negotiating deals, and building relationships.

3. Master Your Craft and Creativity: Strive for excellence in your work and continuously seek ways to innovate and differentiate yourself in the market.

4. Network and Build Social Capital: Cultivating relationships with peers, mentors, and industry professionals can open doors to new opportunities and resources.

5. Develop Leadership Qualities: Effective leadership inspires and motivates others, fosters collaboration, and drives organizational success.

6. Mental and Self-Motivation: Entrepreneurship requires resilience, determination, and a positive mindset to overcome challenges and stay focused on long-term goals.

7. Practice Ethics and Integrity: Building trust with customers, partners, and employees is essential for long-term success and reputation.

8. Willingness to Fail and Take Risks: Embrace failure as a learning opportunity and be willing to take calculated risks to pursue growth and innovation.

9. Adaptability: The ability to adapt to changing market conditions, technologies, and customer preferences is crucial for staying relevant and competitive.

10. Salesmanship: Being able to effectively sell your products or services is essential for generating revenue and sustaining your business.

The?UNVEIL?is an entrepreneurial initiative designed to validate the respective stories and amplify the voices of active female participants in the labor market, engrossed in providing sustainable solutions to Africa’s diverse challenges through enterprising. An initiative powered by?Westlionco.

Edited by Gifty Boatemaa Annan

Visit www.westlionco.com for more.