Constricted by tight marketing and advertising budgets, small fund companies are using a variety of unconventional marketing strategies to sell their funds and increase brand awareness, according to mutual fund marketing executives.

Guinness Flight Investments of Pasedena, Calif. announced one such strategy earlier this month involving a partnership with MaxFunds.com of Ann Arbor, Mich. MaxFunds.com is a fund-tracking website that rates funds that are either too small or too new to have ticker symbols. Guinness will sponsor a biweekly online scavenger hunt on the MaxFund.com website. The company will award winners of the contest $2,500 to make the minimum investment in its Wireless World Fund, according to Jim Atkinson, managing director of Guinness.

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