If You Build It, They Will Come

January 30, 2018   /   by  Diane Callihan

Engage Consumers with Interactive DIY Tools

People want what they want.

Remember in When Harry Met Sally, how Sally had a very particular way of ordering her meal in a diner?

What? People want what they want.

Today’s marketing is all about customization – enabling consumers to get exactly what they want – and stats show that the more that you target, cater and customize to your customer, the more successful you will be. According to Forrester, 77% of consumers have chosen, recommended or paid more for a brand that provides a more customized service or experience.

So, think about how you can help consumers get exactly what they want—if there was a way you could let them build their own version of your products or services online.

This is something that has become pretty standard in the B2C space, and we’ve seen this in action with our own clients. We were able to develop a Build a Boat feature for Carolina Skiff, a leading national boat brand. It lets users create their dream boat by selecting a model, color, seating, engine, and a host of other options to see onscreen and price out. This tool helped bring in over 20,000 new leads. See our case study.


We’ve additionally had success building such tools for B2B clients, such as Symmetry Office, who wanted to offer a Table Builder application on their website that would allow their furniture dealers to work with customers to customize and price out office benching, desks and accessories. See our case study.


Symmetry keeps expanding this tool and adding more products to it, because it’s been so popular with their dealers.

The bottom line is this: the companies that offer the best online experiences to their visitors will reap the rewards with increased brand loyalty, satisfaction and sales.

Are there interactive tools/experiences that would better engage your customers with your products? We’d love to build them for you. Let’s Talk.

Diane Callihan

Diane Callihan

With more than 20 years of experience writing for some of the country’s top brands, Diane helped to shape Roger West’s content strategy, lead generation, and PR efforts as Director of Marketing. She currently serves as President of Callihan Content Creation.