Dexter Business Making Strides in Digital Advertising, Video Production

A green glow emanates from the basement of an otherwise non-descript commercial building in Dexter Township. Nestled between a bustling daycare center and a busy dental office doesn’t seem like the ideal place to house one of Washtenaw County’s most technologically-advanced video production studios.

But perceptions are hardly the reality for the team at Focal Point Technologies, one of the Dexter area's newest and most innovative businesses. Housed in the 2,400 square-foot unfinished office space and adjoining studio in Suite 105 of 9477 N. Territorial Rd. are high-definition video cameras, professional lighting systems and a 38-foot wide green screen that circles much of the studio. It is among the largest like it on this side of the state and one of few readily available for projects Washtenaw County.

Founded by local resident Chris Seelinger in 2006, the company is a one-stop shop for video production. Writers, producers, technicians and state-of-the-art video and editing systems are all onsite for commercials, short films, virtual presentations and more. Previously based in Jackson, Seelinger, who attended , moved a little closer to his roots after his studio's lease couldn’t be renewed.

The studio's new proximity to Ann Arbor and the attention the area gets from the film industry has made the transition smooth and already paid dividends. For example, Seelinger and his crew were among the local professionals used to film a public service announcement with NASCAR personalities in Pittsfield Township over the summer.

“It’s been a very, very good transition for us and we’re looking forward to all the opportunities that are out there,” Seelinger said. “Plus the community has been great.”

While you wait 

Mixing audio and bringing creative concepts to visual reality are his passion, but Seelinger’s niche -- and the foundation of his businesses -- is based on something totally different. He has captured the ability to draw eyes while people do something they inevitably have to do at some point throughout the day, every day, if they’re out consuming goods or services: waiting.

From nail salons, to shopping mall food courts, and even grocery store checkout lanes, people have to wait during the course of doing business. Those seemingly lost minutes are precious to advertisers trying to sell their product and brand.

So Seelinger developed a patent-pending digital advertising system that puts local businesses and their products in view of customers on counters, checkout lanes and other point-of-purchase locations through LED television screens.

“I just thought, 'Why not have a service that brings advertising from businesses all around town and put them in high-traffic locations while offering a program that’s local and cost effective?'" he said.

Businesses can have their names, products and services advertised in eye-catching mini-commercials that run on 20-minute loops throughout the day every day, for weeks at a time. The potential to reach new customers in their own market is enormous, he said, because the company can guarantee up to 10,000 ad rotations per month with pre-programmed screens.

Even at a minimum of 3,000 ad rotations a month, the 20 screens already in service have the potential to reach 60,000 people, Seelinger estimated.

 “We can reach the customer with a 15-second or 30-second message while they’re already out and about, which gives them an opportunity to not only retain the information, but act upon it right then,” he said.

Seelinger poured his savings and the majority of his time into turning the in-store digital advertising programs into profit. The move turned out to be an even better investment than what he intended because it indirectly sparked the company’s evolution.

An unexpected benefit

Patrick Wetherbee, a video-tech guru who ran his own video production company, just happened to be passing time in the Jackson mall when he saw a stand-alone television beaming local advertisements and messages on timed loops.

“As soon as I saw it I knew it was an opportunity. And I had to find the company doing it,” Wetherbee recalled. “I just knew that it was a product that would always need content and that with my background in video production, editing, and film on multiple platforms that I could help out.”

Wetherbee also knew Thomas Deto, who was proficient with computer design and a quick learner. He recently joined the team and is responsible for much of the computer-generated graphics and compositing, the term given for fusing different elements of design and multi-media content into one completed project.

Seelinger said that with Wetherbee's influence, and the infusion of Deto’s skills, the company now has the ability, knowhow and creative vision to shoot, direct, edit, and digitally enhance productions in house.  

“It’s taken this whole company in a different, positive direction,” he said. “It was a big leap of faith and I started in my basement, but little by little, we were able to build it up.”

For information and examples of work visit the Focal Point Web site. Focal Point can be reached at 734-424-0768.