"A decade ago I was a salesman living out of a suitcase," said Carl Fiorini. The Central New York native is the founder and president of Camillus-based Atlantic Marketing and Consulting, Inc.
"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.