KETCHUM, Idaho (BRAIN) — Marketing and event company CrankTank is planning a new media event to be held in conjunction with the Dirty Kanza gravel event in Emporia, Kansas, next year.
CrankTank has produced Impact Kona, during the Kona Ironman World Championships, for three years, and an Impact event in Sun Valley, Idaho, for two years.
CrankTank argues that media events like Impact are necessary in the age of direct-to-consumer sales.
"With the shift to DTC that is currently happening in the bike market, we see brands introducing product to media and consumers in a more compressed timeline and we see inventory more aligned with media moments. For this reason it makes the most sense to integrate your brand communication strategy to include consumer events in your product marketing strategy. DK is the currently epicenter of gravel, and brands are jockeying for position in this emerging market. CrankTank makes it easier to bring new product to market in the gravel segment with Impact Kanza," the company said.
CrankTank will not host Impact Kona in 2019 and said it's taking a year off from Impact Sun Valley in 2020.
The Kanza event is May 28-29. The Dirty Kanza race is May 30.
More information: cranktank.net.
