Feeling Stuck? SCAMPER It!
Using SCAMPER to Develop Creative Marketing Concepts/Ideas
In the competitive world of advertising, coming up with fresh and innovative ideas is crucial. One effective method to spark creativity is the SCAMPER technique. This article will explore what SCAMPER is, what each letter stands for, and how to use each technique to develop marketing ideas and concepts. We’ll also look at real-life examples to illustrate each point.
1. What is SCAMPER?
SCAMPER is a creative thinking technique that helps generate new ideas by asking seven types of questions. It encourages you to think about how you can change your product, service, or campaign in various ways to come up with innovative solutions.
Example: When faced with the challenge of revamping an old marketing campaign, a team might use SCAMPER to brainstorm different ways to present their message.
2. What Does SCAMPER Stand For?
SCAMPER stands for:
Each letter represents a different way to think about improving or creating something new.
3. What Do We Mean by "Substitute" as a Creative Technique?
Substitute involves replacing one part of your product or campaign with something else to see if it generates a new idea or improves it.
Example: When McDonald's introduced apple slices as an alternative to fries in their Happy Meals, they were substituting a healthier option for a traditional one. This change appealed to health-conscious parents and improved the brand’s image.
4. What Do We Mean by "Combine" as a Creative Technique?
Combine involves merging two or more elements to create something new.
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Example: Coca-Cola combined their classic soda with coffee to create Coca-Cola Blak. Although it was eventually discontinued, this combination allowed the brand to experiment with new flavors and target different market segments.
5. What Do We Mean by "Adapt" as a Creative Technique?
Adapt involves changing your product or campaign to serve a new purpose or fit a new context.
Example: Netflix adapted its DVD rental service into a streaming platform. By adapting to changing technology and consumer preferences, Netflix transformed into a global leader in entertainment.
6. What is Meant by "Modify" as a Creative Technique?
Modify involves altering the size, shape, or other attributes of your product or campaign to improve it or create a new version.
Example: Instagram originally started as a check-in app called Burbn. The founders modified the concept, focusing on photo sharing and filters, which led to the immensely popular Instagram we know today.
7. What is Meant by "Purpose" as a Creative Technique?
Purpose involves rethinking the purpose of your product or campaign to find new uses.
Example: Arm & Hammer baking soda is marketed not only as a baking ingredient but also as a deodorizer and cleaning agent. By finding new purposes for their product, they expanded their market and increased sales.
8. What is Meant by "Eliminate" as a Creative Technique?
Eliminate involves removing elements of your product or campaign that are unnecessary or ineffective.
Example: When Apple designed the iPhone, they eliminated the physical keyboard that was standard on most smartphones at the time. This simplification made the iPhone more intuitive and user-friendly, revolutionizing the smartphone industry.
9. What is Meant by "Rearrange/Reverse" as a Creative Technique?
Rearrange/Reverse involves changing the order or reversing the direction of your product or campaign to see what new ideas emerge.
Example: Oreo’s “Twist, Lick, Dunk” campaign played on reversing the usual way of eating cookies. By encouraging people to engage with their product in a new way, Oreo created a fun and memorable experience.