Client Meetings: Bob in the Big Apple

Apr 7, 2017
Consulting Case StudiesMarketing

Laidback, cool, So Flo. All things that come to mind when I think about working with Central Florida-based photographer Bob Croslin. Bob is well-known across the Southeast region of the USA as an exceptional editorial and commercial photographer. His client list includes Animal Planet, IMG Academy, Golf Digest, and Sports Illustrated just to name a few.

Bob’s been working with Wonderful Machine for the past several months to refresh his portfolios, both online and in print with Senior Photo Editor Stacy Swiderski. After reviewing his work from the last several years, Stacy structured Bob’s web edit around his portraiture, sports & fitness, and animals, and then included several project-based galleries. 

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Homepage of Bob’s website

For the print edit, Stacy curated a similar selection of images, creating a flow that highlights his vibrant style and his ability to get quirky expressions out of his subjects on-set.

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Bob’s print edit compliments of Stacy.

Armed with a refreshed web edit and brand new portfolio (that Bob printed himself), Bob ventured up to New York City in February in hopes of connecting with some clients. 

Bob got in touch with me in mid-February, saying he’d be in NYC for a little vacation later in the month, and wanted to see if I could set up some face time with clients during his visit. NYC, being the most competitive market in the world and with little notice, I was wary of how many meetings I’d be able to lock in for Bob. Little did I know: Bob has some fans in the Big Apple!

For this trip, Bob wanted to focus on some publications that would be interested in his lively portraits, and were appropriate to show off his new edit! A week and a half before his trip, I set to work emailing photo editors at magazines such as GQ, Billboard, American Lawyer and Consumer Reports.

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I had a great time chatting about Bob's photographs and setting up his NYC meetings!

Within minutes, the first response rolled in. Karen Shinbaum at Consumer Reports knows Bob from working on a Nickelodeon shoot years ago. Unfortunately, the magazine office was in Yonkers, not Manhattan and Bob wasn’t renting a car during his trip; but a good connection none the less. Huffington Post was familiar with Bob’s work too. My email made it to Chris McGonigal, a photo editor who is actually based in Florida. He said Bob’s portfolio has been on his radar for months and he’s on the lookout for a good project to get Bob on. When I emailed Kevin Eans at Guideposts, he was thrilled to meet with Bob. Kevin hired Bob previously, while he was in photo editing at USA Today, and has always enjoyed working with him. He said him and his wife, Noreen Figueroa (who's worked with Bob while at MSNBC.com) have been following Bob’s work for years!

All in all, I landed four meetings during Bob’s visit and received a lot of great compliments about his brand during the process. Over the course of his trip, Bob met with photo editors at Yahoo! News, Burda Media, Guideposts and the Wall Street Journal.

See more of Bob’s new web edit here. If you'd like to get some face-to-face time with clients on your next trip, send me an email!

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