Find a Space Where Your Competition Isn't

When I see certain kinds of marketing, I'm reminded of an image of pigs (who knows where that came from!) in a vast herd, flying over a cliff together. That is such a good description of marketing for alot of people. They do what everyone else does and wonder why it doesn't work (after they've flown over the cliff and landed with a smush at the bottom). So, here's a question:
what does your competition always do? What have they never thought of?
Hint: Think of places where there is only one kind of marketing presence - there's an opportunity as long as your target market is there as well.

Example:
Client target audience: Young people ages 25-35 who still live at home or sharing an apartment and are working in corporate jobs.
Challenge: To get them to sign up for a workshop
Method: Beer Mats printed with Top Ten Reasons to either Not Live with Your Parents Anymore or 50 Ways to Lose Your Roomate. Funny lines - 4 different sets of cards to share and create buzz. On the backside: a web address.