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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. While they can be effective for attracting clients and generating revenue, there are common pitfalls that can arise from their use. Schaefer aims to highlight these traps and provide insights on how businesses can avoid them. She is the creator of the Concierge Academy, dedicated to helping local, service-oriented businesses enhance their profitability and community impact. Initially, when she started her business, she received frequent inquiries about selling gift certificates, which she hadn't previously considered.