Marketing, marketplaces and dealer programs built for tools and hardware brands.
How can we help you get found?
Then your name and website.
Questions this page answers
- Amazon agency for tool brands
- How do tool brands stop resellers undercutting on Amazon
- How to market a construction product to contractors
- How to enforce a MAP policy without legal trouble
- How to get a tool brand into Home Depot or Lowe's online
- Construction product marketing agency
Where growth is won or lost in tools and hardware.
A pro contractor buys tools the way they buy anything that affects their day rate. They ask the crew, watch a jobsite video, check what battery platform it runs on and pick it up at the supply house or order it for next-day delivery. A DIY buyer searches Amazon or a home center site for the problem they need to solve and picks the listing with the clearest video and the best reviews. The same brand has to win both, often with the same product, through very different channels.
The distribution side is where tool brands win or lose. Dealers and distributors sell most units to pros, and they stop pushing a line the moment it shows up cheaper online. Liquidated inventory, gray-market imports and a single dealer dumping stock can drag price below MAP on Amazon and cost the Buy Box. Copycats follow every successful launch. Trade shows still set the calendar for new products. Agencies that only run Amazon ads miss all of it, and some quietly bid against your own dealers.
Theory Road treats pricing discipline and channel health as the foundation. We map where your products sell, monitor MAP, maintain the authorized seller list with your counsel and remove counterfeits and infringing listings through Brand Registry. We rebuild listings on Amazon, Home Depot and Lowe's online, shoot demonstration video, and run YouTube, Google and Amazon ads that send demand to your own offer and authorized dealers. Dealer programs, co-op and trade show leads run through HubSpot.
The problems we fix in tools and hardware brands.
Resellers own the Buy Box
Liquidated stock, gray-market imports and dealers dumping inventory show up on Amazon below MAP. They win the Buy Box, your dealers complain about price, and your own listing loses control of its content and reviews.
Dealers stop pushing the line
When a distributor sees the same tool cheaper online, they stop recommending it at the counter. Price erosion online quietly shrinks the dealer network that sells most units to pros.
Specs without proof
Torque figures, run time and material callouts do not convince a contractor on their own. Without video showing the tool cutting, driving or clamping under real load, pros buy the brand they already trust.
Copycats after every launch
A clever jig, fastener or accessory gets copied within months. Without patents, design registrations and a process for reporting infringing listings, the copy undercuts the original on every marketplace.
Web, marketing, creative and systems for tools and hardware brands.
Built on your accounts, wired into the tools your team already runs, and measured to booked work.
- Home page by trade and platform
- Product pages with specs and video
- Where to buy and dealer locator
- Dealer portal
- Become a dealer page
- How-to and install library
- Warranty and registration
- Trade show and events page
Each page answers one intent, carries one call to action, and lands the lead in your CRM with the page attached.
Websites and digital product.
Product pages with full specifications, compatibility with batteries and systems, downloadable manuals and spec sheets, demo video and a where-to-buy module pointing to authorized dealers and marketplaces.
- Dealer locator and portalA dealer locator for buyers and a gated portal for dealers with price lists, MAP policy, marketing assets, product training and co-op requests in one place.
- Pro and trade pagesPages for contractors by trade, showing which tools fit framing, electrical, plumbing or concrete work, with bulk and fleet inquiry forms that route to sales.
- Warranty and registrationProduct registration and warranty claims online, which builds an owned list of verified buyers and gives support a clean record for each unit.
- YouTubeAlways on, spikes at launches
- Amazon Sponsored AdsAlways on
- Google Shopping and searchAlways on
- Home Depot and Lowe's onlineAlways on, spring and holidays
- Trade showsAround major industry shows
- Dealer co-op and emailQuarterly and at launches
Demand, search and reputation.
A YouTube channel built around demos, head-to-head tests, how-to installs and jobsite use, optimized for the searches pros and DIY buyers make before they buy.
- Amazon Sponsored Ads and Buy BoxSponsored Products, Brands and Display run only where we hold the Buy Box at full price, with reseller monitoring so ad spend never sends traffic to someone else's offer.
- Trade show and launch campaignsPre-show outreach, booth demo capture, lead scanning into the CRM and post-show follow-up, tied to the new products announced at the show.
- Google Shopping and searchShopping campaigns from a clean feed with model numbers and specs, plus search ads on part numbers and replacement accessory terms that carry strong purchase intent.
- Amazon A+ content and Brand StoreA+ modules showing system compatibility, accessory fit and comparisons within your line, with a Brand Store organized by trade and battery platform.
- Dealer and counter materialsSell sheets, counter displays, shelf talkers and short training clips that help a supply house rep explain the product in thirty seconds.
Brand, photography and collateral.
Video shot on real jobs and in controlled tests: cuts, drives, clamps and measurements with the numbers on screen. One shoot supplies YouTube, Amazon listing video, ads and dealer training.
Comes in from
- Website forms
- Tracked calls
- Ads and LSA
- Google Business Profile
Lands in
- Amazon Seller Central and Brand Registry
- Home Depot online
- Lowe's Marketplace
Comes back as
- Per-source attribution
- Automated follow-up
- One weekly scoreboard
Built to your system of record, not around it. Nothing is re-keyed by hand.
Integration, automation and data.
Daily price monitoring across Amazon, home center sites and dealer websites, with violations logged by seller and handled under your written unilateral MAP policy.
- Brand Registry enforcementReporting counterfeits and trademark, copyright and patent infringement through Brand Registry, including utility patent claims through Amazon's patent evaluation process where your patents qualify.
- Dealer program in HubSpotDealer applications, tiers, co-op requests and lead handoff managed in HubSpot, so end-customer inquiries route to the nearest authorized dealer and nothing sits unanswered.
- Authorized seller controlsAn authorized reseller list, serial or lot tracking where possible and distribution agreements that let us trace which account leaked stock onto Amazon.
What a great tools and hardware website contains.
The pages that do the selling for this kind of company, and what each one has to do to turn a visit into a call.
Home page by trade and platform
Routes pros by trade and battery platform, and DIY buyers by project, with new launches and demonstration video up front.
Product pages with specs and video
Full specifications, compatibility, manuals, demo video and a where-to-buy module, so every buyer finds an authorized place to purchase.
Where to buy and dealer locator
Finds nearby dealers and authorized online sellers, which steers buyers away from unauthorized listings and sends demand to partners.
Dealer portal
Gated access to price lists, MAP policy, assets, training and co-op requests, reducing emails to the sales team and keeping partners informed.
Become a dealer page
Explains the program, territories and requirements, with an application form that routes straight into the dealer pipeline in HubSpot.
How-to and install library
Step-by-step guides and videos for common jobs, which earn search traffic, reduce returns and give AI assistants accurate answers to cite.
Warranty and registration
Product registration and warranty claims, building a first-party list of real owners for launch announcements and accessory offers.
Trade show and events page
Upcoming shows, booth locations and demo schedules, with meeting requests that capture leads before the show floor opens.
Where the demand comes from, and when.
The tools tools and hardware brands already run on.
We build to your system of record rather than around it. Leads, calls, jobs and revenue land where your team already works, with the attribution attached.
Amazon Seller Central and Brand Registry
Listings, A+ content, Brand Store, Sponsored Ads, Buy Box monitoring and infringement reporting.
Home Depot online
Product content, specs, imagery and video through Home Depot supplier and online programs.
Lowe's Marketplace
Catalog setup, content and order flow for the Lowe's third-party marketplace.
Shopify
Direct store for accessories, parts and exclusives, with a where-to-buy module for dealers.
Faire
Wholesale access for independent hardware stores and specialty retailers ordering smaller quantities.
HubSpot
Dealer applications, tiers, co-op tracking, trade show leads and routing inquiries to authorized dealers.
YouTube
Demonstration channel, video SEO and YouTube ads retargeting viewers of product demos.
What we run the account by
Buy Box ownership rate.
Share of time our own offer holds the Buy Box on each top ASIN, at or above MAP.
MAP violation count and time to resolve.
Number of sellers advertising below MAP each week and how long each takes to correct or remove.
Contribution margin by channel.
Profit after product cost, fees, fulfillment, returns and ad spend for Amazon, home centers, direct and dealer sales.
Dealer-routed inquiries.
Leads and where-to-buy clicks sent to authorized dealers, which shows partners the brand is driving demand for them.
Video view to purchase path.
YouTube and listing video engagement tied to later product page visits and sales where tracking allows.
Rules we respect
UL, ETL and certification marks.
Certification marks can only be used when the product is actually listed with that lab. We confirm listings exist before any mark appears in ads or on product pages.
FTC Made in USA standard.
Unqualified Made in USA claims require all or virtually all of the product to be made domestically. Tools with imported components need qualified wording.
California Proposition 65.
Many tools and hardware items need Prop 65 warnings for California buyers, including online. We keep required warnings on listings and product pages.
MAP within antitrust limits.
MAP should be a unilateral manufacturer policy, not a negotiated agreement with dealers. Rules vary by state, so your counsel owns the policy and we follow it.
The tools and hardware playbook.
Map the channel and the leaks.
We list every place your products sell, who sells them, at what price and with what content, then identify MAP violations, unauthorized sellers and infringing copies ranked by revenue at risk.
Take back the listings.
We tighten the MAP policy and authorized seller list with your counsel, report counterfeits and infringement through Brand Registry, and rebuild listing content so your own offer holds the Buy Box.
Prove it on video.
We shoot demonstration and jobsite video for the top products, then publish it across YouTube, Amazon, home center listings, ads and dealer training so every buyer sees the tool work.
Grow demand for dealers.
Ads, YouTube and trade show campaigns drive demand, and the dealer locator and HubSpot routing send buyers to authorized partners, which keeps the channel loyal and pushing the line.
- Strategy and brandwe lead it or back your team
- Paid mediamanaged day to day
- Search and AI visibilityrun and reported monthly
- Websites and hostingbuilt, hosted and cared for
- CRM and lead systemsrun for you or with you
- Creative and contentproduced in-house
Fully managed, alongside your team, or built and handed off. Month to month after the initial term.
Why tools and hardware brands choose us.
We run our own Amazon Professional Seller accounts with Brand Registry and hold the Buy Box at full price, removing unauthorized resellers and hijackers. We know which reports work and which waste time.
- Channel partners come firstMost tool brands depend on dealers and distributors. We build marketing that sends demand to them, and we protect price online so partners keep stocking and recommending your line.
- Video that shows the workPros trust what they can see. We plan demonstration shoots around real tasks and measurable results, and cut them for YouTube, listings, ads and counter training at once.
Reading for tools and hardware brands.
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Read - E-commerce · Takeaway
A counterfeiter sells fake goods and can be reported through Brand Registry; an unauthorized reseller selling genuine goods is usually not an intellectual property violation and has to be solved through distribution.
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Amazon MAP Pricing and Unauthorized Sellers: A Brand Protection Guide.
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Read
Hiring an agency for a tools and hardware business.
- Who is the best marketing agency for tools and hardware brands?
- The right agency sells to the pro and the weekend DIY buyer without letting resellers take the Buy Box. It should defend full price on Amazon through Brand Registry, keep dealers selling, and confirm a UL or ETL listing before a certification mark appears in an ad. Ask how fast they resolve a MAP violation and how they measure it. We produce demonstration video, run dealer and distributor programs, list the line on Home Depot and Lowe's online, and plan launches around trade shows.
- Do you run Google Ads and Facebook and Instagram ads for tools and hardware brands?
- Yes. Google Shopping and search capture model number, accessory and replacement part searches and send them to the store or to dealers, depending on where the buyer converts. Facebook, Instagram and YouTube carry demonstration, comparison and install video for pros and DIY buyers. UL or ETL marks appear in ads only when the product is listed with that lab, unqualified Made in USA claims meet the FTC standard, and advertised prices follow your unilateral MAP policy. We measure contribution margin by channel, dealer-routed inquiries and video view to purchase path.
- How do tool brands stop resellers undercutting on Amazon?
- Several layers together. A written unilateral MAP policy and authorized seller list, distribution terms that let you trace leaked stock, and Brand Registry reports for counterfeits and trademark or patent infringement. Brand Registry does not enforce price on its own, so the policy and dealer controls do that work. Meanwhile we strengthen your own listing so it holds the Buy Box.
- How to enforce a MAP policy without legal trouble
- Most brands use a unilateral policy: the manufacturer announces the minimum advertised price and the consequence, such as stopping supply, and applies it without negotiating agreements with dealers. Antitrust and state rules vary, so the policy should be written with your counsel. We handle monitoring, documentation and reporting, and we keep dealer communications within the policy as written.
- How do you market a construction product to contractors?
- Contractors buy from peers, supply houses and what they see work. We build demonstration video on real jobsites, product pages with full specs and compatibility, trade-specific landing pages and YouTube content answering install questions. Trade shows and distributor counter materials carry it into the channel, and dealer locators route interested contractors to where they already buy.
- How do I get a tool brand into Home Depot or Lowe's online?
- Home centers expand online assortment faster than shelf space, and Lowe's runs a third-party marketplace. Buyers and marketplace teams look for strong content, reviews, pricing discipline and fulfillment reliability. We prepare the catalog, imagery, video and specs to their standards, show Amazon and direct sales history, and manage listings once approved. Store placement is a separate buyer conversation.
- Can you protect our product from copycats?
- We are not attorneys, but we run the marketplace side of protection. Once you hold trademarks, patents or design registrations, we report infringing listings through Brand Registry and use Amazon's patent evaluation process for qualifying utility patents. We also monitor for new copies after launches and keep evidence organized for your counsel.
Running ads? Check the Google Ads and Meta rules that apply to tools and hardware brands in our free Ad Policy Map, or work out your break-even cost per lead.
Get in touch
Let’s grow your tools and hardware business.
Tell us what you sell and what you want more of. A senior strategist will be in touch, by email or phone.