Token Media was featured in the Business section of the Minneapolis Star Tribune. Dan Hundley and George Heck sat down with writer Todd Nelson to discuss the success of their business despite these tough economic times. Here’s the story.
Video producers shoot for success
By TODD NELSON, Special to the Star Tribune
Glen Stubbe, Star Tribune
George Heck, left, and Dan Hundley, owners of Token Media of Minneapolis, prepared the set for a morning shoot. A big part of their business now is online video advertising.
For their first act, George Heck and Dan Hundley recast their suburban video transfer shop — Token Media — into a full-fledged, Minneapolis-based video production company that makes TV commercials, corporate videos and award-winning short films.
Now, for the sequel, the company is making a strong push into Web video advertising.
With Internet viewership soaring thanks to YouTube, Google and other sites, demand for online video advertising and other video and interactive online content also is rising.
In response, Token Media increasingly is called upon to produce that content both for its own client companies and for marketers, advertising agencies and entertainment companies that need it for their clients.
“We see our growth being in the online video advertising world,” said Hundley. “Almost every business that has an online presence, that wants an online presence, should have video on their website.”
Heck bought the company, then known as Video Imaging Studios, in 1997.
Hired shortly before the purchase, Hundley rose from “super employee,” in Heck’s words, to join him as co-owner in 2002.
The right move
What put the company into the spotlight was moving, in 2006, from a strip center in Richfield to a commercial condo near downtown.
“Moving in here created the impression that we’re growing and we’ve become more successful, we’re established,” Hundley said. “We look like we know what we’re doing, and they’ll trust us with a larger budget.”
Producing much of Token Media’s new business since the move has been a 2,000-square-foot video production studio with a green screen. Actors filmed against the screen can be added to websites, to greet visitors as “virtual spokespersons,” or be presented in front of virtual backgrounds.
The virtual spokesperson actors, as Token Media call them, also can appear in higher-end online video commercials.
Heck said the company is developing packages to cover a variety of clients, production levels and budgets. The videos could range from two-minute spots that involve a few hours of camera work and editing to full productions with a script, lights, cast and crew that result in longer presentations.
An advantage of online video advertising, Hundley said, is avoiding the cost of putting a commercial on TV. Instead, companies can post ads on YouTube or their own website, and make consumers aware through Twitter and Facebook updates.
Aiming to be ‘go-to’ firm
“There are so many avenues that essentially are free once the content is created,” Hundley said. “There’s a huge demand for professional, good-looking, well-written content. We’re trying to be the go-to company for that.”
Token Media has produced everything from instructional DVDs to a marketing campaign, website and more for hockey goalie trainer Zack Sikich of ProHybrid Training.
The first two ProHybrid Training DVDs are the top sellers in their category, Sikich said, and work on a third volume is planned. And the videos also have been a highly successful marketing tool for the training camps he runs.
“It instantly adds credibility to my business because it’s shot so well and the production is so high-quality,” Sikich said. He credited the DVDs with establishing the ProHybrid Training brand and with propelling sales from roughly $30,000 a year to probably $250,000 this year.
Token Media does on-site video production and audio-video setups for corporate meetings and other events. The company plans to rent out unused cameras and other equipment. A new, more cohesive website should debut soon.
The company also does pro bono work, producing videos of DIVAMN’s fundraising events, performances by Circus Juventas, the youth circus school in St. Paul, and pets up for adoption from the Animal Humane Society in Golden Valley.
The bread and butter
While intent on growing online, Heck and Hundley have no plans to abandon Token Media’s bread-and-butter video transfer business.
Token Media can transfer old home movies and other film and video onto DVDs or hard drives, the latter an increasingly popular choice for those who want to edit the footage on a home computer. The company also can transfer old LPs and tapes, even reel-to-reel tapes, onto compact discs.
It’s steady work, though Heck and Hundley both had aspired to get into video production — writing, shooting and editing bigger, more creative and more corporate projects — and ultimately filmmaking.
Heck had interned for independent video producers for years, often unpaid, just to be on shoots and learn how to work the equipment.
Hundley, whose early camera experience included making videos for friends who were in bands, had an associate’s degree in video production from Minneapolis Community and Technical College.
Token Media’s new home also serves as a place where Heck and Hundley can pursue a passion for filmmaking.
Heck, a history buff, has worked on documentaries that have won three Telly Awards.
Hundley has been executive producer and director of photography on three award-winning entries in the 48 Hour Film Project.
The expert says: Tom Lyons, president of Faelon Partners Ltd., a Golden Valley-based mergers and acquisitions firm, said Token Media appeared to be on the right track with its Web video advertising push.
“This strikes me as two gentlemen who bought a traditional company and are doing what all good business owners should do in evolving the company, taking advantage of the marketplace and the new tools that are out there,” said Lyons, who this year launched a hybrid business radio show, “Today’s Business Radio,” which airs on KSTP (1500 AM) and online at www. todaysbusinessradio.com.
Business owners are grappling with figuring out how to use new media to improve productivity and sales, Lyons said.
“The video production they’re talking about is something that’s been very expensive to put on online,” he said. “If they’re set up … to do a lot of it and at a reasonable budget, I think a lot of business owners are going to be interested.”
Todd Nelson is a freelance writer in Woodbury. His e-mail address is todd-nelson@mac.com.