From my perspective it starts with understanding your target audience, and then you can work on a content strategy and marketing mix around this.
Who is the target buyer that you think is the best fit for your product? Are they male/female, into which age bracket do they fall, where are they based in NZ (overseas?), what are their emotional attributes that make them want to purchase these gifts?
The best way to get this information is to look into your existing customer base, understand common characteristics between them, and then set up and conduct customer persona interviews. You should be able to conduct 5-10 of these interviews using a series of questions to help you better understand your target customer persona.
I’d ask questions such as
– how did they find out about your product/service?
– what about it did they love most?
– where do they spend their time on social media (FB, IG, TikTok etc)?
– what are their favorite websites?
– what are their favorite magazines/newspapers etc?
– what are ten words they would use to describe your business etc
You can then use this to start forming a persona, on which you can start to dive deeper into the motivations of your customers and craft a marketing mix around this. Ideally this is what should form the basis of your marketing activity, so that you’re spending your marketing dollars where you know it will have the most impact, with the right messaging, at the right time. This allows you to spend your marketing budget targeting these customers specifically which means you get a much higher ROI on your marketing spend.
I’d also ensure you’ve search optimized your website with the right keywords so that you show up when your customers search for travel ideas. Asking customers what they search, and where they search, and which other companies they considered (or would consider) will help inform your content marketing and SEO strategy.
I hope this helps~