Just like for writers, the well of creativity does not spill endlessly for marketers either. Great ideas often come in the shower (for some of us, including yours truly) but not always.
You’ve got a campaign idea that feels good, but not great. Maybe it’s a bit too safe, or you’re struggling to make it really stand out.
Whether you’re launching something brand new or refreshing an existing concept, sometimes you need a creative boost to turn that solid idea into something unforgettable.
And more often than not, the age-old saying of not reinventing the wheel applies.
Talking with creative legend Dan Nelken himself for an upcoming episode of the Alt Marketing School podcast we both agreed that “shortcuts” like frameworks and prompts can be helping with our creativity instead of hindering it.
This is where SCAMPER comes in.
SCAMPER is a creative technique that helps you rethink, remix, and reimagine your campaign by asking seven key questions.
👩🏫 Lesson of the week
SCAMPER stands for Substitute, Combine, Adapt, Modify, Put to Other Uses, Eliminate, and Rearrange/Reverse. And today, we’re running our campaign through each step to show you exactly how it works.
Alex Faickney Osborn initially proposed the concept in 1953. Osborn was an advertising executive and creativity theorist known for developing brainstorming techniques. Bob Eberle further developed and formalised the SCAMPER technique in 1971.
The technique is based on the premise that what is new is often a modification of something that already exists. It provides a structured approach to creative problem-solving and ideation, making it easier for individuals and groups to generate innovative solutions.
Since I am now part of the CoWork Crew, I’m going to use our example as we’re launching a new series of co-working events for freelancers designed to help solo workers beat isolation, get inspired, and work in a community-driven space.
Let’s dive in.
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S – Substitute
What elements could we swap out to create something fresh?
Audience: Instead of targeting all freelancers, what if we focused on a specific niche like creative freelancers or freelance writers? This would allow us to tailor the experience and messaging more effectively.
Message: Swap out “Co-working events for freelancers” with something more specific and exciting, like “Collaborative workspaces to fuel your creativity.” Now it’s not just about co-working, it’s about collaboration and creativity.
C – Combine
What could we merge with our campaign to give it more impact?
Other campaigns: Combine this co-working event with a series of workshops. Imagine freelancing masterclasses or productivity coaching sessions during the breaks, adding even more value to the event.
Partner opportunities: Collaborate with local coffee shops, wellness brands, or co-working spaces to enhance the experience. A partnership with a brand like Notion or Trello could add in a productivity-boosting element.
A – Adapt
How could we adjust the campaign for different contexts, seasons, or markets?
Other markets: Adapt the events for other regions. In one city, it could be a downtown coffee shop event, while in another it could be hosted in a creative studio space. Tailor it based on local freelancer hotspots.
New platforms: Adapt the concept for a virtual audience. Not all freelancers can attend in person, so offer virtual co-working sessions, complete with networking and breakout groups.
M – Modify/Magnify
How could we change the scale or format to make a bigger impact?
Bigger version: Turn it into a full-day event series with guest speakers, hands-on workshops, and networking opportunities in the evening. Make it feel more like a festival for freelancers.
Simplified version: For freelancers who can’t commit to a full day, modify it into a quick “power hour” co-working event. Just enough time to check in, share goals, work, and wrap up with some networking.
P – Put to Other Uses
What other purposes could this campaign serve?
Secondary audience: You could adapt the co-working event for remote teams or startups looking for an offsite day to reconnect. It’s not just for freelancers, but anyone who needs to break out of their usual work routine could benefit.
New contexts: Put the concept to use in corporate settings. How about pitching the co-working sessions as part of a corporate wellness program to help employees break free from their desks?
E – Eliminate
What could we cut out to simplify or focus the campaign?
Remove: Eliminate the need for a physical location altogether by offering the event virtually. This opens it up to freelancers from anywhere, without the limitation of geography.
Focus on: Zero in on a single goal: helping freelancers build meaningful connections, rather than trying to do everything. With fewer distractions, the event could become the place for deep work and networking.
R – Rearrange/Reverse
How could we change the order or perspective to shake things up?
New perspective: What if we flipped the perspective entirely? Instead of focusing on the benefits for freelancers, what if we pitched it as a way for businesses to connect with top freelance talent? Now the event has an additional networking and business development angle.
Reverse approach: Reverse the timing. Instead of a standard 9-to-5 event, host it in the evenings as a “Night Owl Co-Working” series for freelancers who work better outside of traditional hours.
🏫 Class in session
If you’re ready to put SCAMPER into action, we’ve got you covered. In episode 206 of the podcast with Nick Entwistle, we dive deep into how this technique can transform your campaigns. And because we love making things easy, you can download the SCAMPER worksheet we talked about directly here. It’s a simple, step-by-step guide to help you brainstorm and shake up your ideas right away.
So, why SCAMPER?
Because it takes what you’ve already got and turns it into something way more exciting. It’s not about reinventing the wheel—it’s about tweaking, remixing, and flipping your ideas to see what fresh, bold concepts come out the other side.
Next time you’re feeling stuck or like your campaign needs a little something, run it through SCAMPER and see what shakes out. You’ll be surprised at how quickly you can go from “meh” to “hell yes!”
Keep pushing those creative boundaries.
Always cheering you on,
Fab ✌️