latino lingo

All things related to effective Hispanic marketing, Hispanic advertising and Hispanic public relations.

Monday, March 03, 2008

No más "press 2 for español" for Dominos

Domino's Pizza announced they have a dedicated number fully dedicated to their Spanish-speaking customers at 1-888-DOMINOSÒ, according to a posting on HispanicAd.com. I called to number to check it out and it works well. It's a voice prompted rather than pushing an entry. Personally, I'd rather hit a number as my experience with voice prompt hasn't been great. I also wonder if it will pick up the words of every Latin American accent.

Regardless, the effort is a good one. Rather than their usual phone number with a "press 2 for Spanish" option, Domino's has invested in ensuring their Spanish speaking customers' experience is all in the preferred language.

Companies should follow a similar approach on the web. Rather than using wwww.mycompanyname.com/espanol, they should have a specific URL for Spanish speakers. And, when possible, it should reflect the way Hispanics refer to the company or organization. For instance, The American Red Cross is http://www.cruzrojaamericana.org in Spanish. One of our clients is Stamford Hospital. Latinos call them Hospital De Stamford. Thus, the Spanish-language URL is http://www.hospitaldestamford.com/ rather than a /espanol option.

Subtle change, but one that will be certainly picked up, and appreciated, by your customers.

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