I recently changed my personal "business" card for a mini-card made by the folks at Moo.com. After a few weeks giving it away here and there at conferences or meetings, I can tell: it makes the difference.
People really look at it, asking me questions such as "Where is this ?", "Who made it ?", "Aren't you afraid people going to lose it?". The thing is, no matter the question, this mini-card helps engaging the conversation. It does the in-grouping per itself.
For instance, the photo is a snapshot from the landscape as one can enjoy from the Boulevard des Pyrénées in Pau; however, lots of people start by claiming "hum, looks like [this place]", the place being one they obviously went before - I've heard Tunisia, Florida, California. I then let them enumerate other possible locations, to finally tell them the answer: "it's Pau, France". Most of the guys are surprised, offering me the opportunity to explain the beauty of the Pau Broadband Country.
The lesson of this is well known on the other side of the Ocean since years, however it's quite nice to experiment it on a daily basis: to stand out of the crowd, be different.
Just for fun: since 2003, I used three different formats and styles for my personal business cards. See the picture - the U.I. card is obsolete - I no longer have a foot in San Fran or Dubai, yet I still like its design (self-made, thanks ;-)