BUSINESS MONDAY: Naples couple goes from Christian broadcasting to more mainstream work

Matt Dykes, right, gives some last-minute instructions to Karen Coney, who was taping a video with Guerilla Media. The company creates video products for businesses that include commercial spots, video bios and client testimonials. Kelly Merritt/Special to the Daily News

Kelly Merritt/Special to the Daily News

Matt Dykes, right, gives some last-minute instructions to Karen Coney, who was taping a video with Guerilla Media. The company creates video products for businesses that include commercial spots, video bios and client testimonials. Kelly Merritt/Special to the Daily News

When Hope Daley and Matt Dykes opened the Bible one day, Deuteronomy 2:31 resounded in their hearts: “I have begun to deliver … Now begin to conquer and possess.”

Those few words spoke to the young married couple, who were at the time working overtime in the Christian broadcasting arena. They had long been planning to take the leap into mainstream video production with their own company, and finally, they felt, here was a message telling them it was time.

So they created Guerilla Media, a Naples-based video services company.

Daley and Dykes offer video products for businesses that include commercial spots, video biographies and client testimonials. What they do is nothing new in the videography landscape.

How the couple does business is different from the mainstream.

“We offer specialized packages that differ in the kinds of services a company may need and, well, our names are a bit unorthodox,” Daley exclaims, a twinkle in her eye, her excitement about their new venture betraying her.

The company’s name has two separate meanings to the couple.

“In today’s market, the term ‘guerilla’ has become a moniker for doing things out of the norm, creatively, with effective results and more specifically for us, technology is constantly evolving the landscape of how people communicate,” said Daley.

Despite its name, Guerilla Media also tailors its packages so even small business can get a professional look. Its core business is serving entrepreneurs and other businesses.

“Guerilla Media began with the idea of providing top-notch video products for the little guys in Naples business — something otherwise unseen in a video media market that typically just focuses on the King Kongs of business,” said Dykes.

“During a skull session with our business advisers, Third Eye Management, we were discussing what we love about Naples and what we love about what we do and that led us to identify an entire market that has been underserved — the small businesses and entrepreneurs, the people who make Naples unique.”

The high cost of video production can easily exceed $1,000 per produced minute. Yet in finding their niche, Daley and Dykes have tailored packages specifically to control costs through set services, filming and editing at specific, pre-scheduled times.

Guerilla Media’s testimonials package includes two-client testimonials for $299 and the testimonials can be one to four minutes each, so customers receive eight minutes of powerful, word of mouth marketing in video form for less than $300, which equals a little over $37 a minute, Daley said.

Daley serves as executive producer for Guerilla Media. Both have a national television broadcast background that includes everything from Fortune 500 companies to nonprofit organizations. Dykes’ career has included being a radio host but he also worked in television in various roles over the years.

One of the selling points Daley and Dykes believe has helped them obtain new customers is the social media component of the company’s product. Daley and Dykes counsel clients about how to use their videos and help them post on social media and Guerilla Media’s own website. The site promotes the Guerilla Media products and their clients’ work.

“We live-stream a channel on our site where we post our clients’ videos to help garner them more exposure,” said Daley. “We demonstrate the power of social media by helping clients get started through our sites and with our search engine optimization efforts.”

Their transition from Christian broadcasting to secular media wasn’t a challenge, because the work Daley and Dykes do is the same, they say. The couple does attribute their outlook on business and life to their faith. Without that, the couple says, none of their successes would have been possible.

“What is great is that this endeavor provides us an opportunity to take faith into the secular marketplace in a different way — as Christians doing business,” said Daley. “It does take a lot of faith to step out on your own to start a new company, so without that we wouldn’t be where we are today.”

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