Is More or Less Better For Large 10ft Presentation Banners?

We already paid for the banner and me and my boss have opposing viewpoints on how it should be done.

Are you suppose to treat presentation banners, the ones you put behind tables at a homeshow, almost like a large flyer? Because when it comes to flyers it seems most people are a fan of the "more is more" approach and filling the flyers out with as many benefits as possible, social proof, testimonials and all that stuff. However, my boss is definitely a fan of the "less is more" approach.

I think both approaches have their pros & cons, but I'm not sure which approach we should be using for this banner. A lot of the guys at the homeshow had really simple banners it seemed. One of our competitors in the energy efficiency niche just had a picture of a house, with arrows showing potential air leaks all around the home. From a marketing perspective, this company didn't have any benefits listed on their banner at all, the entire thing was just a picture. I also know they have a very competent marketer working for their company, so it made me think that we should keep ours simple and clean too.

Originally I had quite a bit of content in the banner, and my boss kept telling me its too much and that we should only have 1 picture max otherwise it will distract people or not really catch their attention enough to lead them to our table. My version had 3 pictures.

Heres a rough idea of what I was thinking. I was going to keep the top part emotionally based, then the bottom part logic based to appeal to both mindsets.



It had a before and after of a house, with labels and all but took all of that stuff out for now.

Also, I'm not the one designing this banner. I'm just getting the images together and the layout, then sending it to graphic designer who is going to put the final design together. I think in order for "less is more" to really work, you need to have a very solid & creative idea. Although for a homeshow maybe it won't matter that much. For this niche, its hard to get much more creative than before and after shots of a home with bills.

I mean do we want to keep this banner clean and simple for a classy elegant look ... or should we be filling this banner out with benefits/free offers like you would with a flyer? I imagine people standing far away from our table, and my gut is telling me we should just use 1 large quality image with as little text as possible. How many people will even take the time to read the benefits of our service when they are distracted by other tables and standing 40 ft away?

So how would you approach this? Would you fill the banner out for a cluttered, benefits driven look, pictures, text, benefits, free offers, testimonials, or keep it simple with one or 2 large quality pictures? I think ultimately what people will be attracted to is saving money, so that tells me maybe just 1 or 2 pictures that gets that message across will be enough? We can put testimonials on flyers anyway and just keep them on the table, so maybe I should resist my gut instinct and keep it clean?

Thanks gentlemen!

-Red