Building Business w/ the Mount Pleasant Chamber of Commerce
The Building Business podcast provides compelling stories of the Mount Pleasant Chamber of Commerce's journey, its steadfast commitment to the local community, and its forward-thinking approach to addressing the needs of businesses in an ever-changing landscape. It stands as an invitation to listeners to become part of a movement that values growth, connection, and the collective progress of the Mount Pleasant, South Carolina community.
Be prepared to be inspired, informed, and motivated, as we provide a rich tapestry of stories that celebrate the dynamic interplay of business and personal growth right here, in our own backyard.
Building Business w/ the Mount Pleasant Chamber of Commerce
Live 5: A Local TV Station w/a Full-Funnel Marketing Engine For Small Businesses
Ever wonder why a TV station would set up shop at a business expo? We’re here to show how broadcast has evolved into a full-funnel growth engine for local brands. With guest Delaney Keppner of Live5, we break down the modern media mix—connected TV, OTT, Google Ads, retargeting, and geofencing—and how each piece works together to turn scattered attention into steady demand.
We talk through the big misconception that “no one watches TV anymore.” Viewers are watching more, just differently. Streaming puts your brand on the biggest screen in the house, while social and search fill the gaps between curiosity and action. Delaney explains her shift from on-air reporting to sales and why she prefers building campaigns that meet real people in their real moments. The two non-negotiables: know your target deeply and craft creative that feels human. If you’re in home services or any trust-heavy category, showing the actual owner or technician on camera can lift response and reduce friction at the door.
We also get tactical: how to define tight audience segments, when to use geofencing around neighborhoods or events, and what to measure so you can prove lift beyond vanity impressions. From attribution views on CTV to search spikes after a flight, we map the signals that confirm your message is working. Most of all, we lean into a local advantage big brands can’t buy—authentic presence. If you want your next campaign to move from noise to results, this conversation lays out a clear, testable playbook.
If this sparked ideas for your business, follow the show, share it with a local owner who needs a nudge toward streaming, and leave a quick review so others can find us. Got a question or a win to share? Drop us a note and tell us what you’ll test first.
Presenting Sponsor: Mount Pleasant Chamber of Commerce
Studio Sponsor: Charleston Media Solutions
Expo Podcast Sponsor: @PollenSocial
Production Sponsor: RMBO.co
Design Sponsor: DK Design
Interested in Sponsorship? Click here.
Committee:
Kathleen Herrmann | Host | MPCC Immediate Past President | Mount Pleasant Towne Centre
Mike Compton | Co-host | Marketing Chair | RMBO.co
Rebecca Imholz | Co-host | MPCC Executive Director
Amanda Bunting Comen | Co-host | Social ABCs
Ben Nesvold | Co-host | In-coming President | Edward Jones
Hello, folks, the Building Business Podcast here live at the Expo. Stephanie Barrow.
Guest:Zelane Keppner. It's like midday. Let's go. We're rejuvenating you guys. I love it. You're like my espresso coffee over there. I just had. I like that.
Speaker 1:There's Nitro right over there, too.
unknown:Yeah, what'd you say?
Speaker 1:Yeah. I didn't know about this. I don't think I need it.
Guest:I'm not allowed to drink coffee at the station.
Speaker 2:So they're like, I want a whole other level.
unknown:I love it.
Speaker 1:Delaney, who are you? Where are you from?
Guest:Yeah, um, so like I said, my name's Delaney. Um I'm originally from Buffalo, New York, but now I live in Charleston.
Speaker 1:Welcome.
Guest:Thank you. And I've been here about a year and a half. It'll be two years in February, and I work at Live Five News. Yes. Yeah. Um, I was just telling her that I actually started my career um in front of the camera. So I was a reporter and a lifestyle host up in New York, and then switched to the marketing side down here for live five. So I'm a sales rep and a media executive. How do you like the transition? I like the media side or like the sales side a million times better. Oh, well that's good. I really, really do, genuinely. Oh wow, that's great.
Speaker 1:What brings you to the extra?
Guest:Yeah, so we're here. Um I was just talking to a couple over there. They said, what's the purpose of a new station being here, right? You know, like is it to try to get more viewers to your news station? Because how many people are that's a fair question? It is. And I said, Well, all of us are on our sales team. Um, so really what we do on the daily is we talk to local business owners and work with local business owners to talk to them and see what they're looking to grow about their business. Sure. If they need more leads, who their target demographic is, right? And what creative message they want out there. And that's what we do every day is figure out what message to put in front of what audience for them so that way they can grow. Yeah, I love it. That's essentially what we're here to do.
Speaker 1:And you're here to build relationships so you can find more of those partners, right? Yeah, yeah.
Speaker 2:Live 5 offers a lot of services outside of the news that people aren't familiar with. I'm familiar with because I'm a marketer and I meet with your you know sales team, but you have a lot of different opportunities for them to just basically kind of be like they're almost their in-house marketing team. Yeah.
Speaker 1:Pretend you're a small business and you're a member of the chamber. Right. What would what would I come to you for and the different services?
Guest:Yeah, I mean, you're exactly right. Um, a lot of people think of us as just a commercial in our news program or an ad on our website. Yes. We're a full in-house agency. So our parent company is Great Digital Media, and we offer a full funnel strategy to anybody that works for us. So, what that means if you aren't familiar is top of the funnel down, we can do streaming TV. We can do Google ads, we can do the ads you see anywhere you are on the internet. And really what we focus on is targeting that person you want to reach wherever they are, whether it's they're on their TV watching their favorite show, whether they're on their phone, on Facebook or Instagram, whether they're searching for something on Google. We want to be there every step of the way so they know who you are and they find you when they need you. Yes. OTT is the way of the future. Yes. Yeah.
Speaker 1:What is so talk about OTT?
Speaker 2:Yeah. So I'll I'll let you talk about it. But it's it's basically like commercials on Netflix, Hulu, that kind of thing.
Guest:Yes. And I mean the other thing I love about the OTT conversation is the biggest question I get is do people even watch TV anymore, right? Yes, they do. Number one question. It's actually increased the amount of people that watch TV with streaming TV nowadays. It's just a difference of how people are watching, right? Yes. No, they're not watching on cable. No. Almost everyone's cut the cord. Yes. We know that. Right. Right. But they're downloading our app on our TV. Right. They're watching us on our website. They're watching us on their app on their phone. More people are consuming news than ever. Right. They're consuming the content. They just don't realize it's everywhere. It's everywhere, and they're consuming it. They're just watching it in different ways. Right. You know?
Speaker 1:Yeah, I do. I get it. I did it. But it sounds kind of overwhelming.
Guest:It is overwhelming. And it's almost very subliminal messaging.
Speaker 1:I'm trying to be a small business, you know, I got a brick and mortar, you know, a town center. And that's a lot of overhead.
Guest:Yes.
Speaker 1:And I need people to come in.
unknown:Right.
Speaker 1:On a clip.
Speaker 2:Well, they could do like geofencing around that area to hit a certain target. There's a lot of capabilities now with marketing. And I know Life Fut offers a lot of those different opportunities.
Guest:You're exactly right, and you're right, it's overwhelming. That's one of the other major parts of the conversations I have.
Speaker 1:That's where you come in, right? Yes.
Guest:And I like to lately I've been breaking it down like this. I say, it's really two things, right? We got to get your targets down. I want to know exactly who you want to reach, what are the customers you're converting the most, where are they coming from. Let's get as targeted as we can, okay?
Speaker 1:Okay.
unknown:And then number two, we need to have good creative to put in front of them.
Speaker 1:Oh, right.
unknown:And I think, especially with AI nowadays, and this is my personal opinion, and you know, conversations I have with my clients.
Speaker 1:I'm not gonna fire you.
Guest:Who's quoting you? It's gonna go in the city. Who has opinions nowadays? I'm supposed to read a script, right?
Speaker 1:Really, you get fired for having opinions quoted. That's true. Right.
Guest:Um, so uh I think it's just so important nowadays just to be authentic. Yeah. So I'm encouraging so many of my clients more. Like, I want you on camera. Right. I want that local feel. Me too.
Speaker 1:Have have you seen me? Of course you do.
Guest:Look at us. We're here. We're on camera.
Speaker 2:No, it's really hard to convince people that if you're coming into my home, yeah, I want to see the person who's actually coming into my home to do the work, right?
Speaker 1:So you do a lot of service industry.
Speaker 2:I do, I do a lot of home services, some of my bread and butter clients, and I'm always trying to convince them, you gotta put your face in there. Yeah. They're like, I just look like a normal dude. I'm like, I don't want to see a stock image guy. I want to know if I'm home alone and my husband's at the office, you're coming in to do my plumbing, like you're actually gonna be the guy walking in, or someone that's gonna look like you. You're not like a model. And I think that's important with the whole commercial industry. It really is.
Guest:Yeah. Especially when you're a small or medium-sized business, you're competing with very large companies. You have to be different. You have people love supporting local, right? But you need to show them that you're local. Yes. They need to know you, they need to see you in the community and recognize who you are. Yeah, and I think owned and operated as a game change.
Speaker 1:You know what's the best thing here is you're doing what you're preaching. You're walking the walk, right?
unknown:And you're taking the hard work away from these local businesses, and you're taking the task of doing all these things that's overwhelming and doing it for them in like a one inclusive packet, which is great.
Guest:Yeah, we really try. And I can genuinely say, and I think this is why I like the switch so much. Yeah. Not because news isn't important, that's a whole different kind of stress and overwhelming. And this is a stressful side too. I wake up in the night thinking about where my impressions are coming from and if there's conversions and attribution views, and like I worry about my clients more than I should. No, it's great to be invested. It's good and it's because I care and genuinely I love my job. Oh, I love it. Um I love it for me too. I genuinely do. It makes it more stressful, but it's good. And there's a lot of good people in this community. And Live5 is lucky to have you. Thank you. That is so much.
Speaker 1:Good stress or bad stress. There's definitely a different bucket.
unknown:There's a lot. Caring for others is a good stress.
Speaker 1:Where do we find you? How does how does my how does yeah with the audience?
Guest:Um you can reach out to Live5. I mean, we have an advertise with us tab at the top.
Speaker 1:Okay.
Guest:Um, you could also reach out to me. I have my cell phone, it's 843-996-000. 0631. Wow.
Speaker 1:Huh?
unknown:It's my work phone.
Speaker 1:It's a work phone.
unknown:There you go. That's a personal touchdown. Yeah.
Speaker 1:It's fine.
unknown:Call me, text me.
Speaker 1:And then maybe like uh any social media.
Guest:Yeah, um, LinkedIn is Delaney Keppner. There it is. Am I supposed to spell it?
unknown:No.
Speaker 1:We'll find you in LinkedIn.
Guest:You'll find me. Yeah.
unknown:I love it. You're so cute.
Speaker 1:It's wonderful to meet you. It's wonderful to meet you. Oh, thank you.
unknown:I laugh.
Speaker 1:Working hard over there. I like him. He's making fun of it.
unknown:He's very a vibe. I know. I I came over here. That was the first thing I thought. I was like, he's a vibe. He's a professional vibe. He's so cute.
Speaker 1:Larry Montes.
unknown:I feel like we're the same.
Speaker 1:Is that right?
Guest:We're giving up the same energy. I love same energy.
Speaker 1:Uh thanks to Larry for doing this for you. Thank you guys. It's important. Thank you so much. Thanks for your time. Thanks to Paul and Social for uh I'm gonna connect with you all the time. Who else are we thinking? Uh live at the Expo. Live at the Expo. Thanks.
