You know the scene when exhibiting at trade shows: the maze of booths, foot traffic, two-minute conversations, passing of business cards.

Well, in addition to a regular business card, my clients handed out cards that promoted a free eBook download. Later, when event attendees were sorting through their haul of marketing collateral, freebies and business cards — throwing most of it out — this business card stood out from the others. It was simple, direct and offered something valuable to attendees. Many visited the Web address to download the eBook, in exchange for their contact information, of course.

The cards promoting the eBook also were included in pre- and post-show mailings to event attendees, and are regularly sent out with prospecting letters. That’s because we printed hundreds of high quality cards cheaply at VistaPrint.

It’s a classic B2B lead generation value equation: I give you something of value (an eBook discussing a business challenge you face) and you give me something of value in return (your contact information). Naturally, these leads, like all leads, need to be qualified and vetted through a sales and marketing process.

But as a lead generation tactic, this twist on the traditional business card produced results.