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In this video, Kelly Schaefer discusses the potential of gift certificates as a marketing tool for businesses, particularly in concierge and personal organizing sectors. While gift certificates can enhance marketing strategies, they can also lead to pitfalls if not managed correctly. Kelly outlines common traps businesses encounter when offering gift certificates and provides guidance on how to avoid them. As the creator of the Concierge Academy, she aims to help local, service-oriented businesses increase their revenue and client base, thereby boosting their community impact. She recalls her initial experience with gift certificates when starting her business.