Peter Grant will moderate this panel about finding common elements across genres (e.g. SF versus Western versus Fantasy, which have a lot of fundamental plot similarities when you think about it) and writing to a "common core" of adventure to attract readers looking for those elements. In marketing, it's trying to emphasize those elements to draw readers who would never normally think about stepping outside "their" genre, to entice them to try another. One has to fulfil the "genre expectations" of readers (i.e. writing) as well as inform them that those expectations might/will also be met if they read more widely (i.e. marketing).