What is the rationale behind Aerus's decision not to use public figures or celebrities?

According to the 2025 Aerus FDD, Aerus does not employ public figures or celebrities in its management, nor does it use them to promote its franchises. This is a straightforward policy statement without an explanation of the rationale.

While the FDD states this policy, it does not elaborate on the reasons behind it. It's common for franchise systems to use celebrity endorsements to boost brand awareness and attract customers, but Aerus has made a clear decision not to follow this path. This could be due to various factors, such as cost considerations, a preference for a more grassroots marketing approach, or a focus on building trust through the quality of their products and services rather than celebrity appeal.

For a prospective franchisee, this means that Aerus's marketing strategy relies on other methods to attract customers and build brand recognition. These methods, as described in Item 11, include advertising programs, a System Media Fund, media advertising campaigns, social media campaigns, direct mail advertising, marketing surveys, public relations activities, promotional items, trade dress and marks, point-of-purchase materials, visual merchandising, and customer loyalty programs. Franchisees should inquire about the effectiveness of these strategies and how they contribute to lead generation and customer acquisition.

To gain a deeper understanding of Aerus's marketing philosophy, prospective franchisees should ask the franchisor directly about the reasons for not using public figures or celebrities. Understanding the rationale behind this decision can provide valuable insights into the company's overall marketing strategy and its approach to building brand awareness and customer loyalty.