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In this video, Kelly Schaefer discusses the use of gift certificates as a marketing tool for businesses, particularly in concierge and personal organizing sectors. She acknowledges that when executed correctly, gift certificates can be an effective marketing strategy. However, she emphasizes that they can also lead to pitfalls. Kelly plans to share common traps businesses encounter when using gift certificates and provide tips on avoiding these mistakes. As the creator of the Concierge Academy, she aims to help local-based services enhance their profitability and client base to positively impact their communities.