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In this video tutorial, Kelly Schaefer discusses the potential benefits and pitfalls of using gift certificates as a marketing tool for businesses, particularly in concierge and personal organizing services. She emphasizes that, when implemented correctly, gift certificates can be an effective marketing strategy. However, she also warns of common traps that can occur when businesses utilize gift certificates and offers advice on how to avoid them. As the creator of the Concierge Academy, Kelly aims to help local-based businesses increase their revenue and client base, ultimately enhancing their community impact.