Sometimes reaching out to a demographic that is not in your company's sites is intuitively not attractive, but can be beneficial over a long period of time. If you provide a secondary service or something useful to a large group of repeat patrons, this can yield non-tangible assets, e.g., goodwill, over time. The more people know of your services and trust your site/business because of your continued secondary service, the chances increase to someone becoming an influencer to another person who is in your demographic radar.
An example of this can be found on WebPaws.com's website in a sub-directory called games. They provide a large selection of games that are kid-friendly, but are attractive to anyone wanting a good, safe gaming site, with no hassles and continued support, group feedback and product expansion.
An example of a seasonal game, "This is Halloween", shown on first page for patrons not only interested in celebrating the holiday, but also wanting to play a game.
And one of their more popular games, "Unfair Mario":