Fly fishermen have one goal: to match the hatch. This expression means presenting an artificial fly that matches the insects fish are naturally feasting upon. If you're looking to sell fly fishing gear to these fishermen, you need to tailor your marketing strategies the same why that fly fishermen choose their flies. Niche Market Platforms An exclusivity permeates many fly fishing communities. Knowing the ins and outs of where to buy your gear, can be just as important as knowing where to fish.