01 · Earned media for tool & hardware makers · Jersey City, NJ
You spent two years getting the grind right. Ferrule spends thirty days making sure the right editors, bench-test channels and maker podcasts hold it in their hands — with a press kit they can open in one click, a reviewer list built for your tool alone, and a placement report waiting for you on day thirty.
02 · What we handle
A ferrule is the metal collar that keeps a handle and a blade working as one. That is the whole job: we hold your shop and the people who review tools together until the work is done.
One link, no zip files. Your story in two hundred words, a spec sheet with real materials and tolerances, photos named so an editor can find them at 11pm, and price and ship date stated plainly up top.
Your marking gauge won’t go to people who review cordless drills. Each contact is chosen for this product — the editor who covers joinery, the channel that tests hand planes on camera, the host who restores vintage braces — and you see the list before anyone is pitched.
We log which unit went to which shop, confirm it arrived, and follow up once, politely, before anyone has to wonder where it went.
On day thirty, one PDF: every article, video and episode that mentioned you, with links, dates and timestamps — plus notes on who asked for a second unit or a follow-up interview.
03 · The launch month
Most makers we speak with have tried the first column. It isn’t a lack of effort — it’s that reviewers get hundreds of emails a week, and the ones that land are written for them.
We can’t promise any reviewer will cover a tool — no honest agency can. What we promise is that the right ones will have it on their bench, with everything they need to say yes.
Consider it handled
You keep making the next batch. We keep the inbox, the tracking numbers and the embargo calendar — and we tell you the moment something runs.
See the three campaign sizes04 · Before we pitch
Reviewers say yes faster when nothing is missing. Here’s the short list we’ll go through together on your kickoff call.
Missing a piece or two? That’s usual. We’ll sort it out on the first call and adjust the timeline before anything goes out.
05 · How we write to a reviewer
Hi Dana — you tested three marking knives last spring and said the bevel on the second one fought you. This one is ground the other way. A unit lands at your shop Tuesday, no strings, and the embargo lifts on the 14th at 6am Eastern.
06 · Campaigns
Each campaign covers one launch window and includes the press kit, a hand-built outreach list and the 30-day placement report. Pick the size that fits your product line, or tell us about it and we’ll suggest one.
For a single tool from a single shop — a first launch, or a new size of something people already love.
For a launch you’ve been building toward — trade press, video reviewers and podcasts, worked together.
For a product line — up to three related tools going out in the same window, pitched as a family.
A few lines is plenty — what it is, when it ships, and where you’d love to see it. We reply within one business day with a suggested campaign and an honest read on timing.
07 · Find us
Ferrule works from 374 Communipaw Avenue in Jersey City. Call, write, or come by with the tool in your bag — we’d genuinely like to see it.
If you call while we’re on with a reviewer, leave a line about your launch and we’ll ring back before day’s end.
| Mon–Fri | 8:30am–7pm |
|---|---|
| Sat–Sun | Closed |
Visits by appointment, so there’s coffee and a clear table waiting.
Book a kickoff call