In an article published July 7, Bloomberg Business reports that Continental Tire the Americas spends around 15 per cent of its annual marketing budget influencing a group that holds significant clout with US consumers – tyre salespeople. Every year Conti invests around US$1 million inviting some 950 tyre salespeople to its proving ground in Uvalde, Texas in order to familiarise them with the company’s product and give them a good time into the bargain. And the tyre maker says these events pay off.