Comprehensive Marketing Services that Flex with Helical’s Growth
Case Study
CHALLENGE: Launching Something New
Some companies—especially the good ones—evolve over time as they respond to changing markets. That’s the story of Mainland Machinery when it gave birth to its subsidiary, Helical Works Co.
Pohl Strategic Marketing was there from the beginning of Helical Works. In fact, Pohl was supporting Mainland Machinery with marketing services throughout the process of envisioning and starting up the new company.
The idea was to launch a business venture that would fill a critical gap in Western Canada’s bulk material handling industry, which was simply a lack in the supply and servicing of conveyor products.
“Honestly, we were just trying to stay in tune with our customer’s needs,” said Paul Hiebert, General Manager of Helical Works. “Our goal is always to provide them with great helical products at prices they can afford. We realize that easier access to products and quicker service makes a world of a difference for companies in bulk material handling. Downtime at their facilities turns out to be one of their greatest enemies. We do our best to maximize their production.”
That was the simple message, and Pohl Strategic Marketing was hired by Helical Works to get the word out.
“Honestly, we were just trying to stay in tune with our customer’s needs,” said Paul Hiebert, General Manager of Helical Works. “Our goal is always to provide them with great helical products at prices they can afford.”
SOLUTION: Full Array of Marketing Services
“Initially, we built a basic website for Helical,” recalled Jason Pohl, President of Pohl Strategic Marketing, “to help establish their own brand identity and to feature their product offering. After some time, we started to optimize some landing pages for pay-per-click advertising.”
However, eventually Pohl Strategic’s services developed into more extensive market research and a site-wide visual overhaul. The result of this vigorous process was the promotion of a new line of off-the-shelf helical products for their customers.
“We wanted to provide industrial purchasing at its best,” said Hiebert. “Our helical customers in Western Canada were looking for a local supplier for the products they needed in a quality they trusted. We are now striving to be that company—with superior products that are ready to go.”
Once the basic message was out regarding their new product offerings, Pohl Strategic and Helical followed up with multiple case studies and supporting social media to effectively tell the story of how their customers were utilizing Helical’s products and services. Each case study was based on an interview with a key client in the bulk material handling industry who could speak with authority about their experience with Helical.
As Helical continues to evolve, Pohl Strategic stands by to offer their marketing expertise at every new opportunity. For example, in early 2025, Pohl helped Helical break the news of a new strategic partnership with a company called GSI (Grain Systems Inc), the world’s largest manufacturers of steel farm bins, commercial storage bins, and grain silos.
Promoting this partnership is critical for Helical’s continued growth in the bulk material handling market as it enables them to provide their customers with the very best in standardized storage solutions.
Whether through email marketing or social media, Pohl Strategic is adding a significant layer of promotion to emphasize that the combined strength of Helical’s conveying systems and GSI’s worldclass storage products will now offer customers a comprehensive solution to their conveying needs, seamless from start to finish.
OUTCOME: Monitoring Growth and Forward Momentum
With Pohl Strategic, Helical is seeing good results. “Pohl has been integral in forging the strategy around our new products and we’re getting great visibility in the markets,” explained Hiebert. “The team at Pohl has made it very easy for us to monitor the leads and we’re seeing an increase in sales. We’re not quite where we want to be yet, but we’re definitely moving forward.”
As Helical Works continues to refine their strengths, in terms of more diverse product offerings, affordable pricing, quicker installation, and comprehensive service, Pohl Strategic is poised to tell the story of how companies are discovering Helical’s integrated solutions for bulk material handling.
The future looks good as both Helical Works and Pohl Strategic are committed to excellence and perseverance. “As a company, we just need to keep forging ahead,” said Hiebert, “and we need partners like Pohl Strategic to help us do that.”
The future looks good as both Helical Works and Pohl Strategic are committed to excellence and perseverance. “As a company, we just need to keep forging ahead,” said Hiebert, “and we need partners like Pohl Strategic to help us do that.”
