They don't even need to create too many brand new gimmicks. Sometimes they can just tweak an old one and it'll be better.
For instance, there's a guy in developmental, Sheamus O'Shaunessy (sp?). He's like Batista-sized. So far all we've heard from him is that he's going to possibly be coming to the main rosters as....you guessed it....giant monster heel that attacks people.
Why? Why does every single big guy have to start off as a heel that destroys jobber faces? Why can't he start off as a face? How about have him start off as a face bodyguard for someone like Jamie Noble who is good on the mic and people like to watch him get his ass kicked? Its similar to previous "big guy starts as a bodyguard" gimmicks, but its different enough that it isn't watching the exact same thing play out the same as it has with the other big monster guys.
Scenario: Noble has a match against The Brian Kendrick. Noble gets a quick roll-up win. Ezekiel attacks Noble afterwards just for fun. Next week, Noble comes out and says Ezekiel's a jerk and he wants to challenge him to a match. Ezekiel beats the shit out of him. Next week, Noble has a rematch with Kendrick and wins by DQ because Kendrick and Ezekiel just jump him and beat him into the ground. Next week, there's a tag team match where Noble has to have a partner against Kendrick and Ezekiel. He says he's hired some protection (imagine that in his accent lol, pro-take-shun) and out comes Sheamus, this huge dude who can match up to Ezekiel's standards. You've still got Sheamus/Ezekiel and Sheamus/Kendrick to do. There's a slight gimmick twist that gives you a feud that goes on for about 6 weeks, helps give all the guys something to do, has some comedy in Noble's promos, introduces a new guy who gets a decent showing but doesn't upstage his opponents, and everyone walks out of the feud refreshed because Kendrick and Ezekiel seem more like heels, Noble's kept his comedic jobber persona, and this new guy is on an impressive role without having to dominate Local Wrestler #8.
Or hell, look at the security guards and bodyguards themselves that they use. They're usually developmental talent, right? Why doesn't someone ever come out to stop a beat down and then that security guard actually ends up going apeshit on the heel and starts their career with that gimmick idea? Heel comes out the next week and demands that that guy is fired for putting his hands on him. That guy comes out and says he was just doing his job and the heel is the one that was out of line. Heel says he'll kick his ass, guy says "you could try" or something along those lines, they fight each other. Next week, they have a true match and start their feud. It'd go over much better than just having some random wrestler show up and beat a few jobbers and then challenge a superstar, you know? And its not that complicated but its different enough that it'd be worth paying attention to - PLUS it already gives the guy some credibility, as he's working in a violent situation, so it'd make sense for him to have some training, as opposed to the typical "fan from the audience runs out, attacks someone, and then by next week they've gone from casual seat filler to professional wrestler" lol.
