Too often target audiences are defined as a demographic.  For media buy purposes it serves a purpose.  But a demographic description is not rich enough for really insightful messaging.

How does a BMW buyer differ from a Volvo buyer?  Or a Chrysler buyer from Toyota buyer?  Or Cheerios from Granola?  If you were to describe them demographically, you’d have mud.  But describe them psychographically and you have gold.

If you know that the BMW driver digs detail down to the stitching on the gear shift nob that might give you an idea of how to speak to them.  If you know that that same driver might collect wine and subscribe to Gourmet magazine, that might give you a richer media buy.

The key to winning in this marketplace is having a better understanding of who your customers are, what they think, how they live day to day, what they value and how they think.  Try to paint a picture that includes fashion, music, food, aspirations, hobbies and all the things that make your own life rich.  Then you can use that picture to figure out where to communicate and what the message, tone and feel should be.