Unitel, Granada join forces

Unitel Communications and Granada Canada are out to prove that televisions and telephones have more than a prefix in common.The two companies have entered a joint marketing agreement.The alliance between the two Toronto-based companies means that Unitel's long-distance services will be...

Unitel Communications and Granada Canada are out to prove that televisions and telephones have more than a prefix in common.

The two companies have entered a joint marketing agreement.

The alliance between the two Toronto-based companies means that Unitel’s long-distance services will be sold at 34 of Granada’s 42 retail locations across Canada.

In addition, Granada’s 150 service technicians, who visit 3,000 Canadian homes weekly, will be involved in the program.

According to Granada marketing manager, Orla Johnston, the service technicians ‘will let customers know we are providing them with the ability to sign up for Unitel at no cost.’

P-O-P displays

In addition, Granada stores will carry point-of-purchase displays to draw attention to Unitel brochures and application forms, and will support Unitel with cross-promotion activities.

Unitel’s joint marketing venture with Granada is similar to its agreement with Amway.

Like the Granada service technicians, Canada’s 100,000 Amway distributors are also authorized to provide Unitel services.

The idea is imported from the u.s., where MCI Communications has used Amway distributors for eight years.

Unitel’s senior manager of public affairs, Stephanie MacKendrick, cites Unitel’s ‘very small advertising budget’ as motivating it to be innovative in its marketing.

Johnston says the agreement will benefit Granada by providing the retailer with ‘exposure to a new consumer.’

She says Granada, which in the past has focussed on home entertainment equipment such as tvs, stereos and video cameras, is moving into the home office market and is looking for ways to enhance its profile among home office consumers.

Many of Unitel’s customers run small businesses with offices in their homes.