MOST WOULD AGREE that 56 is not all that old, but Duane Hunt, owner of Halcyon Spas in Regina, Saskatchewan, likes to joke that he’s “getting a little long in the tooth.” But when it came to the company’s online and social media strategy, he knew he had to jump in with the young’uns.
“This whole social media thing was sort of mysterious,” Hunt says. “But we decided to be proactive because our market and demographic is pretty active with that kind of stuff. Back in the day, it was a big deal when we got our first fax machine. But these kids are born with computers, smartphones and iPads. We just thought it’s well worth doing.”
Over the last year, the company has stepped up its social media presence with giveaways and promotions to grow its online following. And to do that, Hunt says, he had to get over his fear of not being able to control what people say.
“You can’t satisfy some people no matter what you do,” Hunt says. “I was afraid that a customer would make our social media life hell. But I realized that no matter what happens, there’s always a way to deal with things.”
So far, there haven’t been any instances of people being negative or offensive on its social media platforms, and Hunt is pleased with the company’s online image.
“We wanted to make sure that we weren’t the dinosaurs,” he says. “We wanted to be cutting edge in every way. Not only in the products, service, pricing and promotions, but also in the ways that customers can reach out and find us, and that we can reach out and deal with them. It’s a form of communication that you never had before.”
Hunt is also trying to validate the business in the eyes of customers through regional and national accreditations. Halcyon has become TradeCertified and “Trusted” through TrustedRegina, Canadian certification, similar to Angie’s List. “I explain it to customers as, ‘Because I’ve been doing this a long time, it’s kind of like our degrees
in business,’ ” Hunt says. “You have some tangible thing you’ve accomplished. We’re very proud of [our certifications and accreditations], so we talk about them in the showroom to make sure the customers are satisfied that they’re in the right place. That’s why we do it.”
Hunt worked in the building supply and construction business before he started his hot tub shop in 1995. Due to the extreme weather in Regina, the year is split with six months being busy and six being slow. Over the years, Hunt brought on various leisure products to sell during the slow winter months. But it didn’t work that way.
“It tended to dilute our efforts in our main focus, which was hot tubs,” Hunt says. Shortly before the economic slowdown hit the area, he got rid of those fringe products.
Hiring and keeping solid employees also allows Hunt to take time for himself. Next year he hopes to spend the winter in Arizona.
“When my oldest son was learning how to ride a bike, eventually I had to let go of that bike,” Hunt says. “It’s similar in business: The people who work for me have the freedom to make decisions, to learn and scrape their knees.”
Hunt is focused on ensuring that each move Halcyon makes improves both the profitability and value of the business, and hopes that he has created something that can be passed on. “You have to run a good, smart business and be around for a long time,” Hunt says. “You have to care to make that happen. At the end of the day, it’s all about customer focus. If you take care of people, eventually you can’t lose.”
As a manufacturer, we recognize the importance of working with high-quality retailers. Ultimately, the retailers interact with the consumer, affect your brand and determine your success. We appreciate halcyon spas for these reasons. Not only do they plan well and work hard to grow in their market, but they also understand the importance of total quality in retail. Their overall customer service and professionalism is top notch.
Ken McCargar, territory sales manager, MAAX Spas