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Viridian Energy: Green Energy Gets Personal We commonly associate personal selling with tangible goods to tailor the marketing message to the individual consumer. such as jewelry. . .not green energy. Viridian Energy sells eco- Viridian associates receive payments for each customer they responsible electricity, solar power, and natural gas. Founded recruit for each month the customer remains with the company. in 2009, it has more than 20,000 associates to promote its Despite its success, Viridian has faced challenges. In 2018, products. With more than $250 million in revenues, Viridian the firm reached a settlement with the Massachusetts Attorney has become the world's 59th largest direct selling firm. General's Office for alleged deceptive marketing tactics and Viridian's energy products are sourced from or offset by agreed to stop marketing its products door-to-door for a two- renewable energy sources. Its Pure Green electricity package year period. As it continues to evolve as a socially respon is sourced from wind power. Viridian has also partnered with sible company. Viridian must ensure its promotional strategy Sungevity to provide co-branded solar energy offerings. Viridian remains transparent with customers. received publicity when it announced an initiative to donate one solar power system for every 15 new residential solar installations. Associates market Viridian's green solutions to custom- ers through personal selling, informing them about how their choice will benefit the environment. Although personal selling is the costliest form of promotion, it allows Viridian associates 1) What is Viridan doing as both part of its promotion and CSR activity? 2) Why is personal selling an effective type of promotion for Viridian Energy? 3) Suggest few promotional strategies Viridan can use after agreeing to stop door-to-door marketing for two years