Lincoln Mercury to Open Pocketbook

Irvine’s newest big business resident, Lincoln Mercury, is jumping into California with a wide-open pocketbook in an effort to become an accepted part of the community. It’s called relationship-based marketing--the idea that instead of just selling a product, you sell your prospective customers on the idea that you are part and parcel of their lives, that you have a relationship.

Lincoln Mercury’s first big venture was announced last week in Sacramento, when the car maker said that it will donate about $1 million to California’s public and private elementary schools this year. Every customer who buys or leases a 1999 Lincoln or Mercury vehicle in California through Dec. 31 will be asked to designate a school to receive a $250 check from the company.

The company said it also will be providing videotapes and printed material to more than 8,000 elementary schools in the state promoting environmental themes and highlighting the contributions to society of various environmentalists.