Northumberland mum shows loyalty to her local businesses

Feb 15 2010 by Karen Dent, The Journal

A MOTHER has started a business promoting local firms to local people. She was impressed by the level of service they offered while she was without a car during her maternity leave and was forced to use more businesses on her doorstep.

Sarah Palmer, who previously worked in marketing for blue chip companies including Northern Rock and Sage, discovered more about local services when she went everywhere with a pram rather than behind the wheel.

Bedlington-based Ms Palmer has now started Local Loyalty to help businesses market themselves to their local community after her own experience persuaded her that nearby independent traders were more friendly, knew more about the products and services they supplied and offered better value for money than large chains.

The mumpreneur is now taking a leaf out of the multi-nationals’ book by working with local firms to offer discount vouchers for businesses including restaurants, shops, tradesmen, transport, health and beauty outlets and children's entertainment.

The Local Loyalty Book of Savings is initially being delivered to homes across the Wansbeck and Cramlington areas in a first run of 40,000 copies and a similar amount will be sent out to homes in the Morpeth and Blyth areas over the summer.

The book is backed by a website where customers can download free discount vouchers to be used by participating local businesses.

Ms Palmer said: “Already I'm getting feedback from businesses that people are using their services as a result of seeing a special offer drop through the letterbox.

“One of my clients is Mark Cullen whose new business, MR Paving from Ashington, has seen an increase in workload and an increasing public awareness of his brand.”

She has recruited around 80 firms to the scheme and has listed hundreds of special offers on the Local Loyalty website, which also takes feedback from customers who have used the discount vouchers.

Ms Palmer received business support from Go Wansbeck to help her get her idea up and running.

Billy Webber, who worked with her to launch Local Loyalty, said: “Sarah is an excellent role model promoting good old-fashioned customer service and local products.

“The more people who use local businesses, the better it must be for the community as a whole.”