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In this video, Kelly Schaefer discusses the use of gift certificates as a marketing tool for businesses, particularly for concierge and personal organizing services. She highlights that while gift certificates can be an effective marketing strategy, they can also pose challenges if not handled properly. Kelly shares common pitfalls to avoid when implementing gift certificates in a business. As the creator of the Concierge Academy, she aims to help local businesses increase their revenue and customer base, ultimately enhancing their community impact. The video emphasizes the need for careful consideration before offering gift certificates.