I think that both the groups should be targets, and advertise to them according to their individual characteristics. You never know where a rough diamond might be hiding*.
-I’ve seen Go frequently related to gambling. There’s some untapped potential there. Gambling can be casual game of luck in the street corner or it can be complicated variant games, and I’m sure Go could curve its own place. Gamblers can be highly intelligent people who love math and stuff, so why not. It’s very easy to learn (deceptively easy to learn ), so it’s a cool lure.
-Overachieving parents are also a hot target group. The child might or might not take it up seriously, but make Go an “en vogue” hobby like piano for top class kids, and watch its popularity skyrocket. If I could bribe (with a heavy heart) Goop to promote Go on her site, I would side with satan and make Go the New Hot Trend.
-Personally, I have this secret dream that I would one day become a successful CEO, my employees would learn about my secret hobby, peaking at my floor goban in my corner office, and they would take up Go to suck up to me, even starting a company Go club. Sucking up to me would make no difference, but I would enjoy the outcome of their incentives.
*Seriously, though, I think Go attracts a certain type of people, as in the way their mind works. It might or might not translate to their everyday life, as in “college or bar”, because this is dependent on many factors. I imagine one of my late grandma’s late sisters, an illiterate simple peasant who had an unusual (for the times) knack for numbers and navigation (still discussed in the family) would make a great target for this kind of game.