They are buying memories. Look at their advertising and you'll barely see film anywhere. What you will see are family reunions, graduations, weddings, etc. You get film which helps you take pictures so that you get memories. Use emotional appeal.
People buy for emotional reasons and justify with logic.
Gene Schwartz wrote an ad that ran for 20 years and sold so many flowers it exhausted nurseries. It's packed with emotional appeal. And everybody in your neighborhood comes and they look. And people take home blooms because you've got so many you could never find a house big enough to put them. And you've become the gardening expert for the entire neighborhood.