If you have target market X surely you should talk directly to them?
In all likelihood – yes.
However there is ALWAYS room to target the second tier.
Who influences this market? Who else do they interact with? Whose opinion do they pay attention to?
The best example of this is the most effective campaign in getting women in for cancer screening. Conversations were held with hairdressers whom were to then relay they conversations with their clients. By targeting this second tier they were able to reach their target audience in an effective manner.
The key here is to miss the same boat that your competition are taking ON PURPOSE!
Great engagement model when you do not have the capability to do so directly.