If you have never heard of the invisible gorilla test, watch this video:

The invisible gorilla test illustrates that people can be so focused on one thing that they become blind to anything else going on. This behavior is obviously not an ideal situation for advertisers who depend on grabbing attention to deliver their marketing message. A real world advertising example could be a radio listener not hearing an ad because the radio is simply background noise while they work in the office or at home.

On the flip side, if your advertising and promotions have too much going on your message can be missed, regardless of how many times it beats its chest. This is another trap that advertisers can fall into. They push a creative concept to the point that it overwhelms the message. The audience is so focused on the “wow” factor in the special effects that they forget or miss your message completely.

So how do we tame this beast? First, know your audience. Find out what are they focusing on and insert your brand or marketing message into it. Here is where a promotional product may come into play. Choose an item that can easily integrate into what your audience is focused on. Studies have shown that people will keep promotional product that they find useful for an average of 7 months. Your advertisement goes from background noise to in focus.

The second way to avoid being the invisible gorilla is to make sure your brand or message is the star. If you use TV or print advertising, make sure your logo, tagline, or brand message are placed prominently were they will be seen and clear of visual clutter. When using promotional products, choose one that will allow for the maximum imprint area. Be sure that wherever your logo appears it is easy to focus in on.

For a more in depth look at the invisible gorilla study, check out this article.