PerkinElmer has announced that it does not plan to exhibit at Pittcon 2011, which will be held in Atlanta, Georgia. It becomes the second major chemical analysis instrument company to pull out of the exhibit. Bruker did not exhibit at Pittcon 2010 (see IBO 3/15/10), but will exhibit at Pittcon 2011. The news is in line with the trend toward greater online marketing and targeted customer events.

Simon J. Senior, senior marketing director of Analytical Sciences and Laboratory Services at PerkinElmer, told IBO, “In 2011, PerkinElmer will roll out a new vision to focus on building more direct and stronger relationships with our stakeholders. Some of PerkinElmer’s changes will be noticeable immediately, including a rigorous schedule of regional customer events that are specific to the pharmaceutical, food, environmental and energy end-markets.” However, PerkinElmer will have a presence at the show. “PerkinElmer scientists will attend the conference and participate in Pittcon’s scientific program by submitting a number of oral and poster presentations,” said Dr. Senior. He also said that PerkinElmer does not plan to exhibit at Pittcon 2012, either. Pittcon 2012 will be held in Orlando, Florida, which was the home of this year’s conference.

This latest announcement can be expected to increase pressure on Pittcon organizers to make changes to the event. According to Pittcon’s final figures, attendance declined 11.3% this year to 16,876. This decline that can in part be attributed to the recession’s aftermath and the show’s Florida location. The number of exhibiting companies fell 4.6% to 960. Like Bruker, other firms may have chosen to exhibit at Analytica (see IBO 3/31/10) rather than Pittcon.

Based on registration information, the number of registered conferees (including students and media) declined 11.2% in 2010 to 10,098. The number of registered full conferees declined 8.5% to 6,046. The number of exhibitors registered dropped 11.3% to 6,778.

As exhibitors and conferees adjust to new economic realities, Pittcon may also have to change with the times. Companies are expanding their marketing and sales strategies to target specific end-user groups and application interests and are taking advantage of new media tools and global conferences. As a result, Pittcon now faces greater competition for exhibitors’ time and money. On other fronts, Pittcon faces less competition. Outside of customer interaction, Pittcon remains valuable to exhibitors as a business-to-business opportunity, for media exposure and as a scientific conference. Nevertheless, PerkinElmer’s decision is a wake-up call.