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In this video, Kelly Schaefer discusses the potential benefits and pitfalls of using gift certificates as a marketing tool for businesses, particularly concierge and personal organizing services. While gift certificates can effectively attract customers and increase revenue when implemented correctly, there are common traps that businesses may encounter. Schaefer aims to help viewers understand these pitfalls and shares strategies to avoid them. As the creator of the Concierge Academy, she focuses on empowering local service-based businesses to enhance their profitability and community impact. She recalls her initial experiences with customers inquiring about gift certificates when she started her business.