Hi there Hertz!
Here is a check list you may find useful for promoting your affiliate program or site. Hope it helps
Free methods:
Submission to SE's and directories
Article marketing
Email campaign
Forums, blogs and board postings to targetted audience
Social Bookmarking
Etc. etc.
Premium ways: (Should require a budget)
Pay-Per-Click (PPC)
Targetted Link backs
Professional SEO services
Ad spaces
Offline campaigns
Etc. etc.