Target Audience

Target Audience: Rachel Hunter is 34, and works in publishing in Ann Arbor. She moved to Ann Arbor from Cleveland two years ago along with her husband Peter, a PhD student at UM. They live in a 2-bedroom condo near Briarwood, and she does most of their grocery shopping at the nearby Busch’s, where she appreciates the fresh produce and great selection of inexpensive wine. She also enjoys shopping with friends in downtown Ann Arbor, especially on weekends in the spring and summer when they’ll visit the shops and sometimes the farmer’s market or Zingerman’s. Rachel and Peter take weekend trips every couple of months, either for conferences or to visit friends and family in various U.S. cities, and also take a few longer camping trips or beach vacations in the summer. During the year, she tries to stay active, and to make time in her busy schedule to enjoy of local concerts, festivals, and parks.

Customer Definition (from previous module, but it goes along with the target audience thing):
Demographic: Women, 25-55, with a college degree.

Geographic: residents or visitors in Washtenaw, Macomb, Oakland, Monroe, Livingston, Wayne or Jackson Counties.

Behavioral: buys from the farmer’s market at least once per year (61 percent of Michiganders say they do, who largely also meet the above demographic characteristics)

QUESTION:
"Rachel" is probably one very valid descriptor of our target audience, but I feel using that description glosses over people with kids, and baby boomer retirees, both of which could be very important segments. It's easy for me to market to "Rachel" because she's pretty damn similar to me, but I don't feel that using this description is going to help me target older customers. Does this matter? should there be multiple targets?