Many distributors won't even consider stocking light towers. The equipment is too bulky, takes up too much space, and end users typically don't expect to find light towers at their local distributorship anyway. So why bother?

Well, several reasons: the market for lighting solutions is a rapidly expanding one, return on investment is high, and anything you can do to become your customer's one-stop shop for all construction equipment will certainly boost the bottom line.

Distributors, like everyone else in the construction industry, know all about conventional light towers; they've been used on job sites forever. The typical configuration is four 1,000-watt halide lights fitted to a 30-ft. mast and powered by a 6kW generator. Four-light units are ideal for construction and utility projects as well as providing extra security by lighting job sites, parking lots and warehouses.

A few manufacturers offer 6-, 8-, 12- and 16-light packages, although those units may lack the mobility most contractors desire. They also require a larger power source and are better suited to illuminating athletic fields and outdoor concert venues.

The real potential for distributors lies in balloon lighting systems. Few distributors stock these portable, lightweight models, primarily because they are relatively new to the market.

Standard balloon lights contain a single 1,000-watt lamp and emit 360-degree, glare-free light. These are fitted to masts extending 8 ft. to 13 ft. The balloons are inflated with a handheld blower, and some models may use an internal fan to quickly inflate the balloon. Several manufacturers offer balloons in custom shapes and colors, as well as with 150-watt and 400-watt bulbs to achieve the brightness best suited to the application.

Balloon lighting systems can be powered by standard household power, making them ideal for indoor applications such as movie studios, theaters and special events, or by an optional generator for jobs in a variety of outdoor settings. These would include construction sites, emergency response, and police checkpoints. Highway paving contractors have pioneered the use of balloon lights on paving machines and other construction equipment for nighttime light on the move. This is a preferable alternative to having to relocate trailer-mounted light towers as the work crew moves down the highway.

Customers using a generator to power the lighting system shouldn't require anything larger than a 2.5kW generator on the job. Should contractors need to draw power from the generator to use other job-site tools simultaneously, a 3.6-6kW model may also be used.

Balloon lights boast several advantages over conventional light towers, including fewer maintenance requirements and quieter operation. They're also smaller, lighter and easier to transport, store and display, filling spaces on a distributor's floor that might otherwise be under-utilized.

Plus, since balloon lights are relatively new to the U.S. market, distributors can capitalize on an untapped market that by all indications will only expand in the future. In Japan, for instance, balloon lights now account for about 60 percent of the lighting products on the market.

If potential alone isn't enough to whet the appetite, perhaps the revenue generated by light towers and balloon systems is.

Depending on location and the number of units rented at a time, among other factors, standard light towers go for $60-$100 a day; weekly rentals range from $230 to $300; and month-long deals will run anywhere from $600 to $800.

Balloon lighting system costs vary more by application. Construction jobs will warrant about a $300 per week charge, with monthly rentals closer to $1,000.

So the distributor decides to stock one standard light tower and two balloon lighting systems. Now what?

Be proactive. Distributors need to tell contractors about these new products. Send direct mail pieces to the existing customer base, offer specials and highlight the units and their benefits with point-of-purchase displays, posters and other promotional items. If space is available for a standard light tower, station it in the parking lot with mast extended, increasing visibility and alerting customers that it is an in-stock item. Some distributors even hang banners touting the availability of light towers to passing traffic.

Once they've improved customer awareness, distributors are advised to develop partnerships with a manufacturer who supplies a full line of lighting solutions. Customers will want different models for different jobs, and by having standard light towers and balloon lighting systems available, the distributor will profit today and in the future.

Choosing the light source that's best for the application involves many considerations, including the size of the area that needs to be illuminated and the length of the job.

Distributors should also be aware of any noise restrictions, particularly if the light source is being used in a residential area, before sending a lighting system to the customer.

Another overlooked area is supplying the customer with too many, or too few, light towers to illuminate the job site. Balloon lighting systems illuminate areas up to 100 ft. from the light source. Standard light towers are good for 5 acres to 7 acres.

Most of today's light towers are dedicated units, meaning they are hardwired to work with a generator supplied by the manufacturer. A select few allow the ability to be powered by alternative sources such as stand-alone generators, welder/generators or even standard “house” power in industrial applications. These modular light towers allow the contractor to better utilize their fleet.

Light tower technology has not changed significantly in recent years, though most manufacturers have improved the mobility and durability of these units, making them a more practical investment.

Standard light towers are now narrower, promoting easier transportation without sacrificing performance. Those models, measuring only 50 inches wide, allow customers to place two units side-by-side on a flatbed truck, doubling the capacity of several years ago. Trailer-mounted units are easily towed behind a van or pick-up truck.

Design improvements have enhanced light tower strength and stability, a must in windy conditions or when the unit is used on uneven terrain.

While halide floodlights are standard on most light towers, sodium lights are also marketed to those intending to use the units in foggy areas. Sodium lights require a special ballast box.

Some light tower manufacturers attach the lights to a cross-drilled t-bar, allowing the operator to mount the lights in either a vertical or horizontal position, depending on individual job-site needs.

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