In this spring of smart spending, consider winning by increasing focus on your customer base. Know that this can be a really big win—like a Red Sox win against the Yankees in late September. Why? Because the most effective way to market to your base, to increase their loyalty and gain new sales and referrals, is also highly cost-efficient. You can leverage the transactional documents your company must produce and deliver to customers. In lean times, more than ever, a TransPromo strategy (or more accurately, a Transactional Response Marketing strategy) is a home run because the transactional communications budget also supports your marketing program.