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In this video, Kelly Schaefer discusses the use of gift certificates as a marketing strategy, particularly for concierge and personal organizing businesses. While gift certificates can be beneficial, they also pose potential risks if not managed properly. Kelly shares common pitfalls that businesses encounter when implementing gift certificates and offers advice on how to avoid these traps. She emphasizes the importance of strategic use to enhance revenue and client acquisition, ultimately benefiting community impact. Kelly is the creator of the Concierge Academy, which focuses on helping local businesses improve their financial success and client engagement.