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Once you set up MobileMe from your computer and then set up access from your iPod touch, all your personal information (contacts, calendar, even bookmarks) will be shared wirelessly between your computer and your iPod touch. In addition to the wireless sync of personal information, MobileMe lets you do the following: Create a web-based photo gallery that you can access and add to from your iPod touch. Create an iDisk that allows you to share documents easily between your iPod touch and your computer. You can also use it to share files that are too large to email. Some email systems block files larger than about 5MB. Find your lost iPod touch using the Find My iPod touch feature. Erase all of the personal data on your lost iPod touch remotely using the Remote Wipe feature. If you have multiple Macs in your home or home and business, MobileMe also allows you to sync docks, settings, passwords, and other information between your Macs, and use Back to my Mac remote desktop to retrieve files or share screens. NOTE: As of publishing time, after your 60-day free trial, Apple charges $99/year for individual MobileMe service and $149/year for a family plan. Check with the MobileMe web site (www.mobileme.com) to find out the latest information.

Stride Rite Children s Division had approximately 135 corporate retail stores nationwide Stride Rite s marketing director, Julie Lehman, turned to her account team at PreVision Marketing, LLC, in Lincoln, Massachusetts, to create a strategy for lling the stores with customers during the pre-Easter (traditionally a peak sales period) and April (historically an off-peak selling season) time frames The goal of the strategy was not only to drive sales during these two periods, but also to understand the impact of a second communication on the targeted households reached The campaign consisted of two direct-mail pieces: a March peak catalog and an April sandals postcard The catalog was designed to display the depth and breadth of Stride Rite s product offerings and to drive the key pre-Easter store sales.

Figure 13-6. The control template is stored in the Window s Resource collection and used by the Button object.

The follow-up April sandals postcard was designed to increase store sales during the off-peak selling season by focusing on a particular shoe product, sandals, to drive incremental sales at the company s retail stores For the campaign, PreVision used the Stride Rite customer database for 70 percent of the households mailed and compiled prospect lists for the remaining 30 percent to support newly opened Stride Rite stores The March peak catalog s performance was measured over a 5-week period during which a special offer featured in the catalog was valid ( Buy two pairs, save 15 percent; buy three or more, save 30 percent ) The April sandals postcard had no special offer, but its performance was also measured for a 5-week period to ensure comparable results.

Signing Up for the MobileMe Service (PC or Mac)

There s another important thing to notice about the markup in Figure 13-5; there are two different messages for the text of the button the one in the template that says Click Here and the one in the button declaration that says Click Me. Which of the two messages will be displayed The answer is that it s the message in the template that will be displayed. For example, if you were to create three buttons using this template, their text would all use the Click Here message for all three, regardless of the Content value in the button declarations. Figure 13-7 illustrates this with three buttons using the template. In the markup you can see that each button declaration has a different text label as its Content. In spite of that, the screenshot on the right shows that the template gives them all the same string label.

To test the effectiveness of each communication alone as well as the incremental impact of the second communication, PreVision set up a test design to enable the following comparisons: Compare those who received only the catalog to a no-contact control group Compare those who received only the sandals postcard to a nocontact control group Compare those who received both mailings to those who received only the catalog..

Apple makes it easy for you to learn about MobileMe from iTunes after you register your iPod touch or the first time you connect your iPod touch to your computer. You will most likely see an ad for MobileMe with a Try It Free button. If you use iTunes to sync your iPod touch, you will also see a Learn More button at the top of the Info tab, as shown in Figure 4 5. 1. 2. 3. 4. Connect your iPod touch to your computer. Click your iPod touch in the left nav bar of iTunes. Click the Info tab at the top. Click the Learn More button in the MobileMe section.