The so-called signature sales means that when a merchant sells a certain product, he or she invites people directly related to the product, such as company leaders, product designers, authors, producers, winners, singers, etc. The actors, etc., sign their names with a pen on the goods or the packaging of the goods, and then the merchant sells the goods signed with the celebrity's name to consumers. This sales method is called signature selling. As an effective promotion method, signature sales have appeared in many industries, and sales records have been created one after another. So, what benefits can signature sales bring to merchants? What should you pay attention to when selling signatures? The author analyzes this from the perspective of effectiveness of promotion. 1. Why has signature selling become a trend? Signature sales not only have obvious cultural characteristics, but also reflect strong emotions. It is an elegant, fresh, romantic and lyrical sales method. The main reasons why signature sales have become a trend are: First, signature sales make products commemorative. The key to signature sales is “name”. Here, "name" is first reflected in reputation, that is, the signer must be a well-known person and enjoy a high reputation in society, so he is qualified to sign on goods related to himself. From the perspective of consumers, some people have the psychology of worshiping celebrities. They respect famous people such as entrepreneurs and celebrities. Some even worship celebrities as their idols. They are naturally willing to accept products related to celebrities. Of course I will buy products signed by celebrities. Because of this, signed products not only have use value, but more importantly, they have a certain commemorative significance. After consumers purchase products signed by celebrities, they are bound to treat them as precious souvenirs. Second, signature sales make the goods collectible. Signature products are not something you can buy with money, but are products under specific circumstances. First, the company wants to produce products related to celebrities, then the celebrities agree to carry out signature sales, and they also need to be marketed through merchants. Put it into sales action. Celebrities go to the merchant's signature sales site at the agreed time and sign the goods in front of consumers, so that you can buy the signed goods. The number of signed products is generally small, so it is difficult to purchase and collect signed products. Since the goods are autographed by celebrities, and the quantity is limited, and it is not easy to purchase and collect, once the signed goods arrive in people's hands, the mentality of doubly cherishing them is enough to make its use value relegated to the second place, while the collection value occupies the third place. For one thing, signed merchandise has increasingly become a rare and beloved collectible for people. Third, signature sales make goods have value-added potential. Generally, commodities will go through a life journey from valuable to worthless. For signed goods, the above equation loses its meaning. Signature goods have a certain connection with celebrities. Once owned, they will definitely be used and preserved carefully. As the saying goes: "Things that are rare are valuable." As time goes by, the value of signed products that are rare in the world will not decrease, but will increase. The reason is that it has become a favorite of collectors. If others If you want to get it through transfer, you must pay a higher price to buy it, otherwise, no one will be willing to transfer it. Fourth, signed merchandise itself has a miraculous promotional effect. In signature sales, celebrities connect themselves with products through signatures, and merchants connect celebrities, products and sales through signature sales, making full use of the celebrity effect, improving the grade and value of products, and expanding sales influence. Make the product penetrate into the minds of consumers. Anyone who owns signed merchandise will have a sense of pride in being with the famous person. 2. Which products are suitable for signature sales? Signed merchandise has unique charm and signature sales, with endless potential. In real life, not all products are suitable for signature sales. Products suitable for signature sales include handicrafts, books, tapes, video tapes, records, laser discs, laser discs, and stamps, such as stamps, postcards, and postage postcards. , first day cover, postage cover, commemorative cover, etc. There are several common categories of products suitable for signature sales: first, home appliance series, such as TVs, computers, refrigerators, solar energy, air conditioners, etc.; second, building materials and home furnishing series, such as wooden floors, ceramic tiles, etc.; third, clothing, shoes and hats, Such as clothing, shoes, etc.; the fourth is books and CD series, such as signed books, signed CDs, etc. 3. Signature Sales Strategy Signature sales need to be carried out at the right time and in the right way. When carrying out signature sales, firstly, the person signing the product should be a well-known person, not a celebrity. Even if the signature is signed, it will have little effect on product promotion. Second, the signer should be directly related to the product. If it has nothing to do with the product, even the signature of a celebrity has little meaning. Third, the celebrity must sign personally in front of consumers at the signature sales site, and cannot be replaced by a printed signature. Otherwise, consumers will not be interested in the goods; fourth, the products sold by signatures need to have quality assurance and a certain degree of popularity, otherwise the effect of the activity will not be achieved; fifth, the timing and form of signature sales must be innovated, such as limited editions, Choose the right time and highlight the differences and characteristics. In short, signature sales are the product of the market economy. In the fierce market competition, if merchants want to find a foothold, successfully enter a certain product into the market and successfully earn profits, they must assess the situation and find another way. Find new points of contact between products and consumers.

Signature sales are exactly like this. It combines commodities with celebrities, and sales with celebrities, thus opening up a new way of commodity marketing. Signature sales require innovative forms and opportunities, not only to win eyeballs, but also to win market.