“At that time, my wife was still in school, I had a family to support, a small amount of money in the bank and no assets to qualify for a bank loan. Nevertheless, I was determined to start my own business," Fiorini said.
With more than 20 years of experience in broadcast sales, Fiorini had a keen passion for the advertising industry. Atlantic Marketing opened its doors with angel money loaned from a business acquaintance that believed in Fiorini’s vision.
To keep overhead low, Fiorini used area designers, producers, Web programmers and copywriters instead of hiring full-time employees.
“I was surprised at the tremendous amount of talent that was right in our own backyard,” Fiorini said. Within three weeks of opening, Atlantic had billing on the books.
Since November 1999, Atlantic Marketing has evolved into one of the largest retail-oriented advertising agencies in Central New York.
“What differentiates us in today’s cluttered environment is our innovative, strategic approach to marketing,” said Kathleen A. Burns Copeletti, vice president. “For example, our relationship with the local CBS affiliate enabled us to pioneer the four-second television commercial, which has proven to be very successful for clients. Additionally, our locally produced infomercials have acquired amazing sales results for clients in industries, such as automotive, motorcycles, manufactured homes and many more that have never tested this form of advertising before.”
Copeletti joined the firm five years ago, bringing with her more than 25 years of experience. She holds her Master’s Degree in Adult Education and certification in Human Resources Development and “Train the Trainer” from Elmira College, which has enabled Atlantic Marketing to extend its portfolio of services to include sales and customer service training.
When asked about the future of marketing, Fiorini and Copeletti agree that there is opportunity for businesses to build brand equity and increase market share by engaging customers in new and innovative marketing advertising opportunities online.
“We’re currently in the process of building an interactive Web site for a local self-storage company. The new site will include an online reservation and payment system, videos, education and more. It will be a sales tool for their business and the model for the industry,” Copeletti said.
“By being in touch with our customer base, we have been able to anticipate their needs, recommend viable solutions and assist with their company’s business growth. That’s one of the major reasons why we have been so successful. We very much look forward to the next 10 years,” Fiorini said.
The firm attributes its 10-year success to building long-term relationships and achieving results for their clients. In addition to Atlantic Marketing, Fiorini and Copeletti have recently joined forces on a new business venture, which will be an online national resource for manufactured homes. The expected launch date is March 2010.
Fiorini resides at Seneca Estates in Baldwinsville with his wife, Debbie. His hobbies include boating and riding his motorcycle. Copeletti resides in Cazenovia with her husband, John. She’s a 21-time marathon runner, enjoys gardening and antique collecting.
