Creating market gravity—an irresistible pull that always brings your target audience, exhibitors, and sponsors to your event—is no small feat. . It requires personal inspiration, clear vision, relentless focus, and the discipline to execute with precision. I’ve seen firsthand how some events become magnets for their industries, while others struggle to stand out and disappear. Here’s how you can develop market gravity for your event:

Start with Inspiration from Within

To describe inspiration, let me share a story from my own experience—a moment that reignited my passion for running events after some time becoming slowly jaded as I rose in the ranks. Over twenty years ago, I was responsible for running Macworld, one of the world’s most famous events at the time. I’d lost the ‘joy’ of being involved in events, it had become more about logistics profits and less about people. Then, one day, everything changed.

I was in an elevator at the Moscone Center, heading back to the staff office. In the elevator with me was a man wearing a three-piece suit and flip-flops (it was San Francisco, after all). He looked at me and said, “I really like what you said about the show.” I was taken aback and asked, “What do you mean?” He pulled a show guide out of his satchel, opened it to my welcome letter, and said, “I really appreciate what you wrote here. I wanted you to know that Macworld is the highlight of my entire year. I mark the dates on my calendar as soon as they’re announced, and sometimes I even sleep overnight in front of the convention center so I can be one of the first in line to see what Steve (Jobs) announces in his keynote!”

That moment woke me up. I thanked him for his kind words and realized something important: I’d been so caught up in managing people and profits that I’d lost sight of the most important part of my job—bringing value and joy to my customers. From a business standpoint, Macworld was thriving, generating millions in profit every year and subsidizing other activities for my company. But I’d forgotten the “why” behind it all. That man in the elevator reminded me, and I’ve carried that lesson with me ever since. It’s central to my philosophy on creating market gravity because I realized it starts with me and my own leadership.

What is it about your event that excites you? What is the mission or unique value proposition that sets it apart? Inspiration comes from a deep understanding of why your event matters and the impact it can have on the industry or community it serves.

When inspiration comes from within, it’s contagious. Your enthusiasm becomes a rallying cry for your team, your stakeholders, and eventually your audience. If your event feels like just another project, it’s time to reconnect with your purpose. Dive deep into the “why” behind your event and use that to fuel your efforts. Remember, inspiration isn’t just about lofty ideas—it’s about translating passion into action.

Be Intentional

Intentionality is the backbone of creating market gravity. Every decision, from the choice of speakers to the design of your marketing campaign, should be aligned with your vision and objectives. Think about what makes your event indispensable to your audience and be uncompromising in delivering on that promise.

Intentionality also means saying no to distractions or opportunities that don’t align with your goals. If something doesn’t serve the larger vision, let it go. Focus your resources on what truly matters and ensure that every touchpoint reinforces the unique value of your event. The result? A cohesive experience that feels purposeful and compelling to your audience.

For more on intentionality, please see what my friend and The Annabelle Project mentor Monique Ruff-Bell has to say on the topic here.

Do the Data Work to Deliver What Customers Want

Market gravity is built on the foundation of delivering what your customers truly want. And the only way to understand that is by doing the hard work of gathering and analyzing data. Use surveys, focus groups, and behavioral analytics to uncover what drives your attendees, exhibitors, and sponsors.

It’s not enough to rely on assumptions or anecdotal feedback. Dive deep into the data to identify trends, preferences, and pain points. Are your attendees looking for more networking opportunities? Do your exhibitors feel they’re getting enough ROI? What content topics are most in demand?

Armed with this knowledge, you can tailor your event to address these needs with precision. The better you align your offerings with customer expectations, the more they will feel your event is designed just for them.

Connect with Your Customers to Transfer the Excitement from Your Inspiration and Listen to Their Responses

Data is crucial, but it’s not enough. You need to go beyond numbers and engage directly with your customers. Meet them where they are—at their offices, at the event, on calls, or even over a coffee. The goal is to listen, understand their challenges, and share your vision for the event.

When you connect with your customers, you can transfer your excitement and inspiration directly to them. Let them feel your passion and your commitment to making the event a success for them. These conversations can be transformative. They not only build trust but also create a sense of shared ownership. When customers feel heard and valued, they are more likely to champion your event and become part of its gravitational pull.

Developing market gravity is not a one-time effort. It’s a continuous process of refining your vision, aligning your actions with your purpose, and staying deeply connected to your customers. Start with inspiration from within, be intentional in your decisions, do the data work to understand what customers want, and meet them face-to-face to build trust and excitement.

When you approach your event with this mindset, you’ll create something that doesn’t just attract people but compels them to return year after year. That’s the power of market gravity—and it’s yours to create.