AI for Breakfast

Post 55 - SCAMPER Brainstorming for Marketing your Small Business

This post was created with the help of my new Pro account on Perplexity using Claude 3. I read about SCAMPER on one of my many travels around the web and thought I'd like to find out more. So with a bit of research and a few relevant prompts here's a bit more about it.

In the competitive world of small business, standing out in the crowded marketplace can be a challenge. Marketing strategies that worked yesterday may not be as effective today, and staying ahead requires constant innovation and creativity. This is where the SCAMPER brainstorming methodology can be a game-changer for small business owners looking to revitalize their marketing efforts.

What is SCAMPER?

SCAMPER is a creative thinking technique that stands for Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse. It was first introduced by Alex Osborn, the "father of brainstorming," and later developed by Bob Eberle. This method encourages looking at existing products, services, or strategies through a new lens to generate innovative solutions[1][4].

How SCAMPER Can Revitalise Your Marketing

Substitute

Ask yourself what elements of your current marketing strategy could be replaced. Perhaps substituting traditional advertising with influencer partnerships or social media campaigns could reach a wider audience. This shift could align better with the consumption habits of your target demographic.

Combine

Look for opportunities to combine marketing efforts with complementary businesses or products. For example, a local coffee shop might partner with a bookstore for a "Books and Brews" promotion, combining their customer bases and marketing budgets for greater impact.

Adapt

Adaptation is key in marketing. A small business might adapt a successful campaign from a different industry to fit their own. For instance, a fashion retailer could take inspiration from a viral tech product launch to create buzz around a new clothing line.

Modify

Consider modifying your marketing message or channels. If your current strategy isn't resonating, tweak the message to emphasize different benefits of your product or service. Alternatively, modify the medium—switch from print to digital, or from text-based content to video.

Put to Another Use

Think about how your marketing materials or campaigns could be repurposed. An instructional video could be turned into a blog post series, or user-generated content could be featured in online ads, giving customers a sense of ownership and involvement with the brand.

Eliminate

Simplify your marketing by eliminating unnecessary elements. This could mean cutting out underperforming social media platforms from your strategy, or stopping certain promotions that don't bring a return on investment, freeing up resources for more effective tactics.

Reverse

Finally, reverse your perspective. Instead of thinking about how you can reach more customers, consider how you can make it easier for customers to find you. This could involve SEO strategies or creating content that addresses the specific questions and needs of your target audience.

Implementing SCAMPER in Your Marketing Strategy

To effectively implement SCAMPER, follow these steps:

1. Identify the Focus:

Determine which aspect of your marketing needs a refresh—whether it's your overall strategy, a specific campaign, or a single element like your social media approach.

2. Gather a Team:

Bring together a diverse group of individuals within your business to brainstorm. Different perspectives can lead to more creative solutions.

3. Ask SCAMPER Questions:

Systematically go through each SCAMPER element, asking targeted questions about your marketing focus area. Encourage all ideas, no matter how outlandish they may seem.

4. Evaluate and Select Ideas:

After the brainstorming session, evaluate the ideas based on their feasibility, potential impact, and alignment with your business goals. Select the most promising ones to develop further.

5. Test and Implement:

Pilot the chosen ideas on a small scale to test their effectiveness. Based on the results, implement them more broadly in your marketing strategy.

Conclusion

The SCAMPER brainstorming methodology is a powerful tool for small business owners to inject creativity into their marketing strategies. By systematically exploring different ways to innovate, you can uncover new opportunities to connect with customers and grow your business. Remember, the key to successful marketing is not just to follow trends but to create them, and SCAMPER can help you do just that.

Citations:

[1] https://www.designorate.com/a-guide-to-the-scamper-technique-for-creative-thinking/

[2] https://www.youtube.com/watch?v=-OMJINQIZzA

[3] https://boardmix.com/examples/scamper-examples/

[4] https://online.visual-paradigm.com/knowledge/creativity-tool/what-is-scamper/

[5] https://www.post-it.com/3M/en_US/post-it/ideas/articles/scamper-method/

[6] https://www.mindmanager.com/en/tips/scamper/

[7] https://humanskills.blog/scamper-ideation-method/

[8] http://appladesign.net/domains/create/index.php?t=146

[9] https://www.interaction-design.org/literature/article/learn-how-to-use-the-best-ideation-methods-scamper

[10] https://netmind.net/en/scamper-technique-reduce-reuse-recycle-or-reinvent-en/

[11] https://www.designorate.com/scamper-technique-examples-and-applications/

[12] https://study.com/learn/lesson/scamper-brainstorming-examples-method.html

[13] https://www.projectmanagement.com/wikis/368899/SCAMPER

[14] https://www.instagantt.com/project-management/what-is-scamper-definition-and-examples

[15] https://www.naturalspublishing.com/files/published/k2427y869f3u38.pdf

[16] https://www.teacheracademy.eu/blog/scamper-technique-for-creative-thinkers/

[17] https://fourweekmba.com/scamper-method/

[18] https://www.mindtools.com/ao2rt8j/scamper

[19] https://bigbangpartnership.co.uk/scamper/

[20] https://leanscape.io/unleash-your-business-growth-potential-a-deep-dive-into-the-scamper-brainstorming-technique/