{"id":4375,"date":"2023-08-30T14:49:21","date_gmt":"2023-08-30T12:49:21","guid":{"rendered":"https:\/\/markestic.com\/?page_id=4375"},"modified":"2025-08-04T10:27:51","modified_gmt":"2025-08-04T08:27:51","slug":"coins-collectibles-muntenhuis-nl","status":"publish","type":"page","link":"https:\/\/markestic.com\/en\/case-studies\/coins-collectibles-muntenhuis-nl\/","title":{"rendered":"Coins & Collectibles – Muntenhuis.nl"},"content":{"rendered":"

[et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” next_background_color=”#ffffff” admin_label=”Header” _builder_version=”4.18.0″ _module_preset=”default” background_color=”#835d1f” background_enable_image=”off” parallax=”on” custom_padding=”7vw||6vw||false|false” custom_padding_tablet=”100px||100px||true” custom_padding_phone=”||||true” bottom_divider_style=”ramp” bottom_divider_height=”150px” bottom_divider_flip=”horizontal” bottom_divider_height_tablet=”150px” bottom_divider_height_phone=”110px” bottom_divider_height_last_edited=”on|phone” saved_tabs=”all” global_colors_info=”{}”][et_pb_row column_structure=”2_5,3_5″ make_equal=”on” _builder_version=”4.18.0″ _module_preset=”default” custom_css_main_element=”align-items: center;” global_colors_info=”{}”][et_pb_column type=”2_5″ _builder_version=”4.16″ _module_preset=”default” custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/markestic.com\/wp-content\/uploads\/2023\/08\/muntenhuis-mockup2.png&#8221<\/a>; title_text=”muntenhuis-mockup2″ disabled_on=”on|off|off” _builder_version=”4.18.0″ _module_preset=”default” transform_scale=”110%|110%” transform_rotate=”0deg|0deg|344deg” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.16″ _module_preset=”default” custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.18.0″ _module_preset=”default” text_font=”Roboto||||||||” text_font_size=”16px” text_line_height=”1.8em” header_font=”|700|||||||” header_text_align=”left” header_text_color=”#FFFFFF” header_line_height=”1.2em” header_3_font=”|700||on|||||” header_3_text_align=”left” header_3_text_color=”#FFFFFF” header_3_font_size=”24px” header_3_letter_spacing=”10px” header_3_line_height=”2em” text_orientation=”center” background_layout=”dark” module_alignment=”center” text_font_size_last_edited=”off|desktop” header_font_size_tablet=”40px” header_font_size_phone=”32px” header_font_size_last_edited=”on|phone” header_3_font_size_tablet=”16px” header_3_font_size_phone=”14px” header_3_font_size_last_edited=”on|phone” header_3_letter_spacing_tablet=”5px” header_3_letter_spacing_phone=”” header_3_letter_spacing_last_edited=”on|tablet” global_colors_info=”{}”]<\/p>\n

Coins & Collectibles – Muntenhuis.nl<\/h3>\n

How to run temporary prospecting and long-term remarketing campaigns for the highest return on investment? Different tactics, pitfalls, opportunities?<\/h1>\n

[\/et_pb_text][et_pb_text _builder_version=”4.18.0″ _module_preset=”default” text_font=”|300|||||||” text_text_color=”#FFFFFF” text_font_size=”20px” text_line_height=”2em” ul_font=”||||||||” header_font=”Roboto|700|||||||” header_text_align=”center” header_font_size=”80px” header_line_height=”1.2em” header_3_font=”Roboto|700||on|||||” header_3_text_align=”center” header_3_text_color=”#ffffff” header_3_font_size=”24px” header_3_letter_spacing=”10px” header_3_line_height=”2em” background_layout=”dark” max_width=”800px” module_alignment=”center” custom_margin=”-30px||||false|false” text_font_size_last_edited=”off|desktop” header_font_size_tablet=”40px” header_font_size_phone=”32px” header_font_size_last_edited=”on|phone” header_3_font_size_tablet=”16px” header_3_font_size_phone=”14px” header_3_font_size_last_edited=”on|phone” header_3_letter_spacing_tablet=”5px” header_3_letter_spacing_phone=”” header_3_letter_spacing_last_edited=”on|tablet” global_colors_info=”{}”]<\/p>\n

Muntenhuis sells single coins and coin collectibles.\u00a0<\/p>\n

Backed by Samlerhuset Group (present in 15 markets), they decided to enter and test the Dutch market and build a loyal returning customer group. Unfortunately it was yet to be validated what the Dutch market might resonate to and wrong marketing moves may have cost a fortune.\u00a0<\/p>\n

PPC promised to be the quickest channel mix to get off the ground and earn the first customers.<\/strong><\/p>\n

We generated 1000s of orders and new customers already with the first prospecting campaigns. Such a customer base can already be the main pillar of further developing the business and nurturing a loyal, returning customer base.<\/p>\n

Let’s see the ins and outs of such a fresh start.<\/strong><\/p>\n

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Problem Statement<\/h2>\n

Temporary vs. long-term campaigns as well as prospecting vs. remarketing campaigns require different optimisation strategies & tactics.\u00a0<\/p>\n

We have been working for Muntenhuis and Samlerhuset Group for many years. Similarly to other businesses, acquiring new customers takes around 5-7 times more marketing investments than selling to an existing customer base.<\/strong><\/p>\n

No surprise! A loyal customer base tends to have higher click through rate, better conversion rate, more frequent purchases and often higher average basket value. It all ends up being a more lucrative customer group for any business, however, how can you build up such an existing customer group from the ground up when you don’t know yet either the product – market fit or the marketing channel mix that will work out well?<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,2_3″ use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” _builder_version=”4.18.0″ _module_preset=”default” background_color=”#ffffff” max_width=”1440px” custom_padding=”|||” custom_css_main_element=”align-items: center;” use_custom_width=”on” custom_width_px=”1440px” locked=”off” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.16″ _module_preset=”default” custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_blurb title=”Domain: muntenhuis.nl” _builder_version=”4.18.0″ _module_preset=”default” header_font=”|700|||||||” header_text_color=”#7FC242″ header_font_size=”18px” header_line_height=”1.7em” body_font=”|300|||||||” body_font_size=”16px” body_line_height=”1.8em” background_color=”#ffffff” module_alignment=”left” custom_margin=”|||” custom_padding=”15px|30px|15px|30px|true|true” animation_style=”zoom” animation_intensity_zoom=”8%” animation=”off” border_radii=”on|10px|10px|10px|10px” border_width_all_image=”50px” box_shadow_style=”preset1″ box_shadow_blur=”70px” box_shadow_color=”rgba(214,214,214,0.73)” locked=”off” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Industry: coins & collectibles” _builder_version=”4.17.6″ _module_preset=”default” header_font=”|700|||||||” header_text_color=”#7FC242″ header_font_size=”18px” header_line_height=”1.7em” body_font=”|300|||||||” body_font_size=”16px” body_line_height=”1.8em” background_color=”#ffffff” module_alignment=”left” custom_margin=”|||” custom_padding=”15px|30px|15px|30px|true|true” animation_style=”zoom” animation_intensity_zoom=”8%” animation=”off” border_radii=”on|10px|10px|10px|10px” border_width_all_image=”50px” box_shadow_style=”preset1″ box_shadow_blur=”70px” box_shadow_color=”rgba(214,214,214,0.73)” locked=”off” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Employee: 500+” _builder_version=”4.17.6″ _module_preset=”default” header_font=”|700|||||||” header_text_color=”#7FC242″ header_font_size=”18px” header_line_height=”1.7em” body_font=”|300|||||||” body_font_size=”16px” body_line_height=”1.8em” background_color=”#ffffff” module_alignment=”left” custom_margin=”|||” custom_padding=”15px|30px|15px|30px|true|true” animation_style=”zoom” animation_intensity_zoom=”8%” animation=”off” border_radii=”on|10px|10px|10px|10px” border_width_all_image=”50px” box_shadow_style=”preset1″ box_shadow_blur=”70px” box_shadow_color=”rgba(214,214,214,0.73)” locked=”off” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Partnership with Markestic: 2018 – ongoing” _builder_version=”4.17.6″ _module_preset=”default” header_font=”|700|||||||” header_text_color=”#7FC242″ header_font_size=”18px” header_line_height=”1.7em” body_font=”|300|||||||” body_font_size=”16px” body_line_height=”1.8em” background_color=”#ffffff” module_alignment=”left” custom_margin=”|||” custom_padding=”15px|30px|15px|30px|true|true” animation_style=”zoom” animation_intensity_zoom=”8%” animation=”off” border_radii=”on|10px|10px|10px|10px” border_width_all_image=”50px” box_shadow_style=”preset1″ box_shadow_blur=”70px” box_shadow_color=”rgba(214,214,214,0.73)” locked=”off” global_colors_info=”{}”][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”4.16″ _module_preset=”default” custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/markestic.com\/wp-content\/uploads\/2023\/08\/muntenhuis-mockup1.png&#8221<\/a>; 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Anna Herczeg<\/a><\/strong><\/p>\n

Head of Marketing and Public Relations<\/em><\/p>\n

[\/et_pb_text][et_pb_image src=”https:\/\/markestic.com\/wp-content\/uploads\/2022\/11\/linkedin-logo.png&#8221<\/a>; title_text=”linkedin-logo” url=”https:\/\/www.linkedin.com\/in\/anna-herczeg-134593169\/&#8221<\/a>; url_new_window=”on” align_tablet=”” align_phone=”center” align_last_edited=”on|phone” _builder_version=”4.18.0″ _module_preset=”default” width=”5%” width_tablet=”5%” width_phone=”10%” width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”off|desktop” admin_label=”Benefits” _builder_version=”4.16″ _module_preset=”default” custom_padding=”|||” custom_padding_tablet=”0px|||” custom_padding_phone=”0px|||” bottom_divider_style=”ramp” bottom_divider_color=”#ffffff” bottom_divider_height=”250px” bottom_divider_height_tablet=”150px” bottom_divider_height_phone=”110px” bottom_divider_height_last_edited=”on|phone” border_radii=”on|10px|10px|10px|10px” saved_tabs=”all” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.16″ _module_preset=”default” custom_padding=”|||” use_custom_width=”on” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ _module_preset=”default” custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_blurb title=”Solution” use_icon=”on” font_icon=”||fa||900″ icon_color=”#7FC242″ icon_placement=”left” image_icon_width=”32px” _builder_version=”4.18.0″ _module_preset=”default” header_font=”|700|||||||” header_text_align=”left” header_font_size=”18px” header_line_height=”1.7em” body_font=”|300|||||||” body_text_align=”left” body_font_size=”16px” body_line_height=”1.8em” background_color=”#ffffff” text_orientation=”center” module_alignment=”left” custom_padding_last_edited=”off|desktop” animation_style=”zoom” animation_intensity_zoom=”8%” animation=”off” icon_font_size=”32px” global_colors_info=”{}”]<\/p>\n

PPC ads (Google Ads, Facebook Ads, etc.) are always good to start with, especially in the infancy phase of any business. Even though these are paid channels, you can launch them quickly, test and validate many business assumptions in the friction of the time and financial investments of long-term strategies (such as SEO). That’s what you shall crave for the most at the start. Learn and fail fast if needed (even if it sounds sad).<\/p>\n

\n

Muntenhuis selected a quite catchy, low-priced product with which to start some temporary campaigns. Offering something discounted or even for free may seem to be too salesy but still a highly recommended move to gain evidence of the product \/ market fit as well as win the first paying customers who to be turned into loyal customers in the future. When you have upsell options (such as a coin collection in this case) the lifetime value will pay off as the average cost per order for returning visitiors tend to be much, much lower.\u00a0<\/p>\n<\/blockquote>\n

Related to searching the product \/ market fit, one can also run a few products simultaneously for a week or so to test out which one clicks with the audience the most and sack the rest.\u00a0<\/strong><\/p>\n

We set up Google Display Prospecting campaigns and a few Facebook Ads campaign with broader targeting and various ad visuals and ad copies to gain as many customer insights as possible in the shortest period of time. In the meantime with Google Search Ads we nurtured the growing search volume around the promoted coin.<\/p>\n

\n

After some initially successful campaigns seemed to exhaust a bit (too high overall impression frequency with dropping results), we simply re-create the best ones – maybe a slightly counter-intuitively with identical targeting as such restarts often give another peak performance at least for a short period of time. In this case 52% lower average cost per order could be reached although only for a few additional weeks but it’s still massively worth it.\u00a0<\/p>\n<\/blockquote>\n

Unlike evergreen products, short-term (some days, some weeks) offers often burn out much quicker but the goal is to max them out – namely to get as many responses (website visitors, email addresses, orders, etc.) as possible.<\/p>\n

Then we started to build upon the existing data pool (remarketing campaigns for tracked website visitors, special upsell promotions for the newly gained first-time buyers as well as lookalike campaigns based on the freshly built customer email database).”<\/strong><\/p>\n

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When freshly starting on a new market with a new offer with untested channel mix, it is really common to run to some dead ends. One must accept that initial tests roll like this. However, PPC is a really good match to quickly take such detours and collect valuable insights.<\/p>\n

After the first 3 weeks of initial tests for prospecting to find new customers, we started to tightly narrow down the targeting by which:<\/p>\n