The Big Blue...
About two years ago I was on a family vacation to Daufuskie
Island in South Carolina. It is about a 45-minute ferry ride off the mainland. The island is in the Hilton Head
South Carolina area. While walking on the beach on the last night on the island,
we had witnessed two volunteers from the South Carolina Department of Natural
Resources Marine Turtle Conservation Program rescue and release Loggerhead
Turtles into the ocean. The baby turtles had just recently hatched and were
protected as they raced towards the big ocean.
I am reminded of this joyful experience, because of how I
started Vignetting Photography. Like a young turtle digging my way out of the
bottom of the sand to get to the top of the photography industry. The success
of my first wedding propelling me like a baby turtle towards the big blue ocean,
hungry to learn more. As a baby turtle having the “ignorance is bliss” attitude, I had accepted the direction that the
ocean current would take me.
Within my MBA Marketing Management Class, MK640, we learned that
marketing is not as simple as creating an advertisement with a call to action tagline. But rather evaluating all of the
marketing tools and resources within an organization to strengthen market share
and profits. By creating, analyzing, planning and utilizing decision-making tools,
an organization can drive towards profits
and success. Which is the overall goal of any organization?
The course allowed me to fully evaluate Vignetting Photography’s
current practices and marketing positions. The realization that when we initially started
within the photography industry, we had followed the Red Ocean Space. Red Ocean
Space is a term used to represent all industries that exists today, that follows
a set of defined and acceptable norms. The competitive rules are well understood
where companies try to outperform their rivals in order to increase market
share. As space becomes crowded, profits and growth are reduced. Increased
competition turns the waters blood, thus the Red Ocean Space reference.
Blue ocean reference is the unknown market space, untainted
by competition. In this space, demand is created rather than fought over. This is
where ample opportunity for growth that is rapid and profitable. However, many organizations
usually start in the Red Ocean space and alter their boundaries of an existing industry.
I feel that Vignetting Photography was able to enter the Blue Ocean space, by differentiating
ourselves by offering wedding planning services, video slideshow productions and a solid customer service experience that
is second to none. However, we continue to stay within our core product, art in
the form of still photography.
Because of our dedication to our customers, Vignetting
Photography had received top scores in our reviews and received “Couples Choice
Awards” by WeddingWire, two years in a row (2017 and 2018). The marketing management class re-enforced our
dedication to supporting our future clients
and current customer needs. The future in the ocean is no different than a
turtle staring out, however, we have had the great fortune to survive the wonders
of the ocean. Thus far.
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