Ashley Williams is the man behind Alternative Marketing.

Ashley’s career started as an apprentice professional footballer with Crystal Palace FC, UK during the mid-1980s, having signed from Southampton FC as an associate schoolboy.

During his short career Ashley played and trained with some his era’s greatest footballers including Alan Shearer, Matt Le Tissier, Ian Wright and Peter Shilton.

Unfortunately Ashley suffered a series of knee injuries which forced him to retire from professional football at the age of just 18, before a chance encounter with showbiz and football agent Eric Hall in the build up to Crystal Palace’s FA Cup Final appearance in 1990 led him into the world of Marketing.

Since the early 1990′s Ashley has helped dozens of companies from a wide range of industries expand their business. Ashley focuses on methods not commonly practiced in the UK to help his clients stand out from their competition – hence the  name for his latest venture Alternative Marketing.

Ashley is an avid learner and regularly attends seminars from some of the world’s leading marketeers and is currently working on developing The Alternative Marketing Awards to acknowledge companies who use unusual ways to promote their product or service.

Ashley sums up his approach to marketing. “Most companies I start working with do little or nothing in the way marketing. Those who do, tend to use traditional marketing methods and not surprisingly get a poor return. My aim is to look for other ways to help my clients reach their prospects, whilst also helping them retain their existing customers.”

He concluded, “I quote this all the time but - if you don’t do anything different, you can only look forward to more of the same.”

Ashley lives in Hampshire, UK. where he is about to embark on a self-build project. He has two sons and is a keen follower of Ice Hockey.

Extract reproduced with kind permission from Marketing Focus, USA.