Plus Ultra Marketing has launched a new consultancy focused on helping exhibition and event suppliers identify growth opportunities, strengthen their marketing strategies and improve commercial performance.
Founded by husband-and-wife team David and Michelle Lane, Plus Ultra Marketing combines more than 30 years of experience across the exhibitions and events industry. Their backgrounds span supplier, organiser and venue businesses, including senior roles with global exhibitions services company GES.
New Marketing Consultancy Targets Exhibition Industry Suppliers
Plus Ultra Marketing has been established to support suppliers that have strong products and services but need greater clarity around where to focus their marketing and commercial efforts.
The consultancy brings first-hand experience of how event products and services are positioned, promoted, assessed and purchased across the exhibition industry. This enables the company to provide practical marketing strategies based on the realities of the event supply chain.
According to David Lane, co-founder of Plus Ultra Marketing, many businesses in the event supply chain have significant growth potential but can struggle to determine which opportunities deserve their attention.
He explained that increasing marketing activity is not always the solution. Businesses may instead need to improve their proposition, address gaps between marketing and sales, or uncover valuable opportunities that have not yet been fully explored.
Focused 90-Day Marketing Engagements
Plus Ultra Marketing has developed a 90-day engagement model, with each project centred on one commercial challenge or growth opportunity that could have the greatest impact on a client’s business.
The consultancy can work across areas including proposition development, go-to-market planning, lead-generation strategies, customer journey improvements and marketing-to-sales processes.
Other areas of support include commercial process mapping and identifying opportunities to introduce automation. By concentrating on a specific challenge, Plus Ultra aims to help businesses move from broad marketing activity towards focused commercial action.
Turning Marketing Strategy Into Practical Action
A key part of the consultancy’s approach is translating strategic recommendations into practical resources that businesses can implement.
Each 90-day engagement can produce implementation-ready plans, frameworks, briefs, templates and tools. Clients can then use their internal teams, external specialists or AI tools to put the recommendations into practice.
This flexible approach is designed to accommodate different levels of internal expertise, resources and budgets while ensuring that marketing strategy is connected to practical execution.
Michelle Lane, co-founder of Plus Ultra Marketing, said that many businesses recognise they have additional opportunities but are not always certain about which area to address first.
She said the consultancy provides an experienced external perspective to identify where a meaningful commercial difference can potentially be made and then converts that insight into a practical structure for action.
Supporting Long-Term Commercial Growth
Although Plus Ultra Marketing’s initial projects are structured around 90-day engagements, its relationship with clients does not necessarily end when the project is completed.
The consultancy can continue to work as a strategic adviser, helping businesses review progress, challenge assumptions and identify where their attention should move next.
This ongoing advisory model allows clients to adapt their marketing and commercial priorities as market conditions, customer needs and business objectives evolve.
First Client Already Onboard
Plus Ultra Marketing is already working with businesses in the event supply chain and other growing organisations seeking to improve their positioning and commercial performance.
The consultancy has secured its first client, a full-service contracting business in the exhibitions sector. The appointment provides an early example of Plus Ultra Marketing’s focus on helping exhibition suppliers identify opportunities and turn them into actionable commercial plans.
A New Approach to Exhibition Industry Marketing
The launch of Plus Ultra Marketing comes as exhibition and event suppliers continue to look for more effective ways to compete, generate leads and convert opportunities into sustainable business growth.
With experience spanning suppliers, organisers and venues, David and Michelle Lane aim to bring a broader understanding of the exhibition ecosystem to their consultancy work.
Rather than focusing solely on increasing marketing output, Plus Ultra Marketing’s approach centres on identifying the areas where marketing can have the greatest commercial impact.
For exhibition contractors, event service providers and other businesses operating within the event supply chain, this can provide a structured way to evaluate their current marketing activity, identify gaps and prioritise the next stage of growth.
Plus Ultra Marketing: Helping Event Suppliers Find Their Next Growth Opportunity
With its 90-day engagement model and emphasis on practical implementation, Plus Ultra Marketing is positioning itself as a specialist marketing consultancy for the exhibitions and events sector.
The company’s focus is on helping businesses understand where their biggest commercial opportunities lie, what actions should be prioritised and how those actions can be implemented effectively.
As exhibition suppliers navigate an increasingly competitive market, specialist marketing expertise could play an important role in helping businesses strengthen their propositions, improve customer journeys, generate better leads and convert more opportunities into commercial growth.
