David and Michelle Lane have launched Plus Ultra Marketing, a consultancy aimed at helping suppliers in the exhibitions and events industry identify commercial growth opportunities. The husband-and-wife team bring a combined 30 years of marketing experience across supplier, organiser and venue businesses, including senior roles at GES.
The consultancy structures its work around 90-day engagements, each focused on a single commercial challenge, such as sharpening a proposition, building a lead-generation strategy, improving the customer journey, or strengthening the handoff between marketing and sales. Engagements produce implementation-ready plans, frameworks and templates that clients can then act on using their own teams, external specialists or AI tools.
"The event supply chain is full of brilliant businesses," said David Lane, co-founder of Plus Ultra Marketing. "They know their craft inside out, but knowing where to focus limited time, budget and resources can be difficult."
