David and Michelle Lane, a husband-and-wife team with senior marketing backgrounds in the global exhibitions industry, have launched Plus Ultra Marketing, a consultancy dedicated to helping suppliers in the exhibitions and events industry find and act on their biggest growth opportunities.
The pair bring more than 30 years of combined marketing experience across supplier, organiser and venue businesses, giving them first-hand understanding of how event products and services are positioned, marketed, evaluated and bought.
David Lane, co-founder of Plus Ultra Marketing said: “The event supply chain is full of brilliant businesses. They know their craft inside out, but knowing where to focus limited time, budget and resources can be difficult. More marketing activity isn’t always the answer. The opportunity might be a proposition that isn’t landing, leads getting lost between marketing and sales, or something valuable within the business that hasn’t been properly explored. Our job is to find where marketing can make the biggest commercial difference, develop the right response and give the business a practical way to move it forward.”
Plus Ultra structures its work around focused 90-day engagements, each concentrating on the single commercial challenge or opportunity with the greatest potential impact, whether that’s sharpening a proposition, building a go-to-market or lead-generation strategy, improving the customer journey, strengthening the marketing-to-sales handoff, mapping a commercial process, or identifying opportunities for automation.
Each engagement turns the strategy into implementation-ready plans, frameworks, briefs, templates and tools that clients can put into action using their own teams, external specialists or AI tools, giving them the flexibility to deliver in the way that best fits their skills, capacity and budget.
Michelle Lane, co-founder of Plus Ultra Marketing said: “Businesses often know there’s more opportunity there, but they don’t always know where to focus first – that’s where we add value. We bring an experienced outside perspective, identify what is most likely to make a meaningful difference, and turn that into something practical. The aim is to give clients clarity about what to do next, why it matters, and a clear structure for moving it forward.”
Beyond the initial 90-day engagement, Plus Ultra can continue to support clients as a strategic adviser – reviewing progress, testing assumptions, and helping determine where attention should move next.
Plus Ultra Marketing is now working with event suppliers and other growing organisations looking to sharpen their positioning, improve commercial performance and make more of the opportunities already in front of them.
The consultancy has already been engaged by its first client, a full-service contracting business in the exhibitions sector.
To find out more or arrange an introductory conversation, visit https://plusultra.marketing/ or contact hello@plusultra.marketing.
