Innovative RESMARK Systems Leverages Social Media Tools With Satisfied Customers to Create Volunteer Marketers


SALT LAKE CITY, Oct 21, 2010 – RESMARK Systems a forward-thinking provider of tour operator software, is using the age-old art of word-of-mouth, viral advertising to enhance exponentially the results of social media, blogging and email marketing. In so doing it is turning satisfied clients into volunteer marketers.
A collaboration between RESMARK Systems, Compendium (provider of corporate content creation software), and ExactTarget (provider of email messaging software) has effectively shown how social media, blogging and email marketing can be done on a daily basis to stimulate inquiries and bookings.
Here’s how it works, explained Brandon Lake, founder of RESMARK Systems and Jay Baer, founder of Convince & Convert, a social media strategy consultancy.
Friends return home after taking an awesome trip with a tour operator using RESMARK Systems. The RESMARK software automatically sends the guests a well-designed, personal and compelling email (powered by ExactTarget) asking them to share their story and photos on an online form the client provides. The client receives the response and within minutes scans the content before posting the guest’s story and photos to the company’s blog, which resides on Compendium software.  
Baer explains, “Compendium is a uniquely powerful blogging platform because it creates separate, “compended” blogs for each keyword. Thus, your company doesn’t really have one blog, it has hundreds of keyword-focused blogs. Consequently, if someone searches for Colorado River whitewater rafting on Google, they’ll likely find that version of a client company’s blog, which contains only posts about Colorado River whitewater rafting.” The beauty of it explains Baer, is that “the software automatically harvests and organizes topically similar posts for maximum search effectiveness.”
Once the stories are reviewed, approved and posted on the blog, RESMARK automatically triggers another email asking the author to share the story link on Facebook, Twitter, and elsewhere. This becomes the viral component as trip participants invite friends, family and co-workers to check out their vacation exploits and photos.
“The wonder of this system,” said Lake, “is that once it’s set up and the business rules determined, you spend almost no time managing the program. A client can scan the stories before pushing them live on their blog. They continue to interact with guests and alumni on Facebook and other places, but it’s very little work day-to-day.”
Baer said the program works because it’s rooted in helpfulness, not marketing.
“Guests want to share their story. RESMARK is enabling that desire with a well-timed email nudge,” he said. “It gives fans an appropriate assignment. The story collection form doesn’t require a long account or video clip. Guests type their story, upload a photo if they want, and add their name and address. That’s it.”
It effectively counters the belief that social media and quality content creation have to be a huge time commitment explains Baer. “This program definitely requires some set up and integration work that goes well beyond the norm. But after that, your company spends only a few minutes a day on oversight and interaction.”
Based on successful tests and a proven model, RESMARK has now packaged the integration, making it available to tour operators globally.
About Resmark Systems
Founded in 2005, Resmark Systems offers comprehensive tour operator software created by tour operators with years of experience. Resmark Systems software is designed to manage all functions of the tour operator business from online reservations and marketing to finances and accounting. Resmark provides proven cost savings, comprehensive tracking and reporting and unparalleled lead conversion. For more information, call 888.737.6275 or visit
About Jay Baer
Jay is one of the world’s most popular social media authors and speakers. He is the co-author of the book The Now Revolution, to be published in early 2011 by John W. Wiley & Sons. A founder of five companies, Baer has worked with more than 700 businesses on digital marketing and social media strategy, including Nike, Proctor & Gamble, Cadbury, Arizona Cardinals, Marriott, and more than 25 of the Fortune 1000. Currently, Baer directs Convince & Convert, a social media strategy consultancy that works with corporate clients and public relations firms on maximizing the impact of social media participation.
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