When I was Director of Product Marketing at GoldenGate Software (now Oracle), the biggest event/show that we prepared for every year was ITUG (International Tandem Users Group).
This show was where GoldenGate engaged with the majority of their prospects and existing customers. For the 2004 show we were preparing to launch GoldenGate 8 and we wanted to make a splash at the conference, but we also wanted longevity beyond the issuing of a press release (one and done).
This is where a marketing theme can be useful and very powerful if executed well. The goal of a theme is to be relevant, interesting and memorable. It must be repeated and re-enforced consistently through multiple channels.
The attached 1 page word document provides an example of the Marketing Theme that was used for ITUG 2004.
The theme influenced demand generation, built brand and awareness and won GoldenGate the best booth award at ITUG