Steve Blatt This is Me

 Web References

1. 1. Vanguard in the News

   www.vanguardcommunications.net - [Cached]

   Published on: 12/19/2002   Last Visited: 12/20/2005

   John Talley (front), retail sales manager of Wheat Ridge-based Advanced Exercise Equipment, and Steve Blatt, Creative Director for Denver-based Vanguard Communications collaborated on the equipment retailer's first advertising campaign.
   ...
   Steve Blatt, VanguardÍs Strategic Creative Director, said the new campaign was created this fall after his agency won the account in September. Blatt said the AEE spots are different from the typical ads featuring 20-something, hard bodies hawking athletic equipment.
   
   Using the catchphrase "With Advance Equipment come advanced advice," the ads highlight the Life Fitness equipment sold at AEE stores and the advice the retailer provides on how to best use the equipment.
   
   "Service is the thing that distinguishes the way they do business," Blatt said.
   
   Shot earlier this month in Grandby, on ad features cross-country skiers with an inset photo of the Life Fitness Elliptical Cross Trainer machine.
   ...
   Blatt said VanguardÍs customer research indicates that AEEÍs clientele are predominately health-conscious baby boomers who "know exercise should have a place in their lives."
   
   Blatt added that market research indicates consumers purchase home exercise equipment primarily for the convenience factor, but within a yearÍs time they will stop using it and discard the equipment.
   
   "One of the reasons is they buy the wrong equipment," Blatt said. "We want empower people to keep that resolve to stay motivated. If you have the right equipment, itÍs much easier."
   
   Blatt said thatÍs why the campaignÍs tag line "With Advance Equipment come advanced advice" is integral to the advertising effort.
   
   "People really want to get the right piece of equipment and not just what happens to be in or trendy, but what is going to help them meet their particular goals," Blatt said.
   
   Blatt said a second version of the campaign is scheduled to break in May or June and will likely feature other personalized exercise equipment including free weights.

2. 2. Ads Promote Better Abs

   www.advancedexercise.com/pr_12 - [Cached]

   Published on: 12/19/2002   Last Visited: 3/16/2004

   John Talley (front), retail sales manager of Wheat Ridge-based Advanced Exercise Equipment, and Steve Blatt, Creative Director for Denver-based Vanguard Communications collaborated on the equipment retailer's first advertising campaign.
   ...
   Steve Blatt, Vanguard's Strategic Creative Director, said the new campaign was created this fall after his agency won the account in September. Blatt said the AEE spots are different from the typical ads featuring 20-something, hard bodies hawking athletic equipment.
   
   Using the catchphrase "With Advance Equipment come advanced advice," the ads highlight the Life Fitness equipment sold at AEE stores and the advice the retailer provides on how to best use the equipment.
   
   "Service is the thing that distinguishes the way they do business," Blatt said.
   
   Shot earlier this month in Grandby, on ad features cross-country skiers with an inset photo of the Life Fitness Elliptical Cross Trainer machine.
   ...
   Blatt said Vanguard's customer research indicates that AEE's clientele are predominately health-conscious baby boomers who "know exercise should have a place in their lives."
   
   Blatt added that market research indicates consumers purchase home exercise equipment primarily for the convenience factor, but within a year's time they will stop using it and discard the equipment.
   
   "One of the reasons is they buy the wrong equipment," Blatt said. "We want empower people to keep that resolve to stay motivated. If you have the right equipment, it's much easier."
   
   Blatt said that's why the campaign's tag line "With Advance Equipment come advanced advice" is integral to the advertising effort.
   
   "People really want to get the right piece of equipment and not just what happens to be in or trendy, but what is going to help them meet their particular goals," Blatt said.
   
   Blatt said a second version of the campaign is scheduled to break in May or June and will likely feature other personalized exercise equipment including free weights.