Premier Farnell — an electronics components supplier with $1.4B in 2012 revenue that also operates as Newark in the United States — has a goal to sell to a broader range of design engineers by offering them resources throughout its projects. To do this, the company built a community called element14, which offers resources about all types of electronic design topics and — crucially — does not focus just on products that Premier Farnell supplies. The community has about 120,000 members, and 5% to 7% of them click through from the community to the transactional portion of Premier Farnell's site each day as fully qualified leads. Premier Farnell shows that large corporations can generate substantial new business by offering potential customers vendor-agnostic reasons to visit a new community.
The community also generates new content for the rest of the company's marketing, as 45 experts create a series of new content in the community which provides another reason for customers to return; in fact, a third of the community members return every week.