More than half of Auckland businesses have adapted their products and services, and promoted them to new customers via broader digital and social media marketing, in response to the impacts of COVID-19.
Auckland Tourism, Events and Economic Development (ATEED) surveyed more than 1000 businesses between 19 June and 3 July to gauge how they are doing and what guidance they need – the third survey ATEED has run since mid-March to understand how it can best support Auckland’s business community. The latest survey shows:
- More than half of respondents (53%) said they had ‘broadened digital marketing and social media to engage new customers’ and ‘revised product, service or experience offerings’ (53%)
- Other responses included initiating or updating business continuity planning (45%), targeting new markets (40%) and enabling more flexible working practices (35%)
- Only 5% of respondents said they had not done anything, made any changes or were not planning any changes to their business
- Financial and cashflow management advice was the immediate priority in earlier surveys, but now businesses want support for business growth and sustainability (55%); business strategy and planning (50%); and marketing (45%)
- Wellbeing and stress have been consistent concerns and consistently impacted throughout the different COVID-19 alert levels (63% respondents reporting COVID-19 has had a significant or very significant impact on wellbeing and stress)
- More than half of respondents (52%) said the cost of accessing advice was the main thing preventing them from accessing the support they need; followed by uncertainty about how long the COVID-19 situation would last (40%); and not knowing what support is available (38%)
- Sole traders were more likely to report not knowing what advice and support is available, where to access it or if they were eligible, while large-scale businesses were more likely to think the support was not applicable to them.*
Pam Ford, ATEED General Manager, Economic Development says the surveys give useful overviews to complement what the agency’s business advisors are hearing about from business owners every day, in ATEED’s role as the Government’s Auckland partner for the Regional Business Partner Network (RBPN).
“Between the one to one support we provide linking small-to-medium-sized businesses to available public and private sector help through the RBPN, our work supporting Auckland’s key sectors, and our relationships with business leaders and representative bodies, we have a broad understanding of what Auckland businesses are experiencing.
“We want Auckland businesses to know we’ve got their back. We know things are tough, but we also know our people are creative and resilient. We want to help businesses connect with the range of support that is available out there.
“We use insights from these surveys to ensure we continue to deliver information local businesses want right now, from collating useful resources on our website, to helping partners including the EMA, Manaaki, Whāriki Māori Business Network and Pacific Business Trust to deliver practical advice, and our free online tool to help businesses boost their digital knowledge and skills,” says Pam Ford.
In its role facilitating the RBPN COVID-19 Business Advisory Fund for Auckland, ATEED engaged with 3947 businesses from 23 March to 15 July, issuing 2845 vouchers for professional business advisory services worth $5.6 million. This compares with the entire FY19 when the team engaged with 850 businesses and issued 1532 vouchers worth $1.7m.
The national fund was recently boosted by $40 million, with about a third of that investment allocated to Auckland.
“We anticipate the new funding will allow us to issue about 5000 more vouchers, to connect businesses with expert business advice over the next three months,” says Pam Ford.
As the regional economic development agency, ATEED also provides Auckland-specific data to partner organisations, including central government, to inform appropriate responses.
ATEED is committed to supporting Auckland’s regional economy to be as resilient as possible in the face of COVID-19 – helping businesses of all sizes and supporting the region’s major industries.
- For a range of business resources, collated in response to ATEED’s business surveys, see the COVID-19 Business Resources webpage.
- Find out how to adopt digital tools in your business here.
- For more information about the support available via the RPBN, businesses new to the network can find out more information and register here, while business already registered can email ATEED’s Business Helpdesk.
- ATEED’s most recent survey is the third of three conducted since mid-March. More than 1000 businesses from a range of sectors, predominantly small-to-medium-sized enterprises, and based throughout the region, completed the survey.
* Sole Traders were more likely to cite knowledge related barriers than other business sizes: not knowing what types of advice/ support are out there (45% compared to 38% overall); not knowing where to get it/ who provides the advice/ support needed (36% compared to 30% overall); and not knowing if I qualify to access the advice/ support (35% compared to 30% overall).
Comparatively, large businesses are uncertain and don't think the support is for them, with 26% identifying not feeling like the advice/ support is applicable to their business’ as a barriers to access support, compared to 21% of businesses overall.